Marketing communication: principles and practice

T H E B R A N D C O M M U N I C A T O R
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Image of
others in
the situation
Person’s
repertoire
of self-images
Situational
self-image
Search for most
appropriate
brand image
Comparison
of brand image
and situational
self-image
Brand
choice
Figure 8.5
How brand selection is specific to situations
Source
: Based on Schenk and Holman, 1980
Table 8.2
How culture links brands and consumers
Level
Sign
Example
Basic
Utilitarian
Washing machine: reliable, effective, 
value-for-money
Second
Commercial value
Porsche vs. the old Skoda (recently they 
have gained credibility and some respect 
for their new models under the direction 
of owners Volkswagen)
Third
Socio-cultural
Club membership tie
Fourth
Mythical
Old Spice, Napoleon Brandy, Manchester 
United
Source
: Based on de Chernatony and McDonald, 1992

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BRAND LOYALTY
When a consumer or buyer believes that they obtain benefits from maintaining
a relationship with a brand (product–provider combination), they will strive
to purchase that brand repeatedly. Such an attachment to a brand may be
associated with a conviction about its superiority compared to competing
brands on functional, symbolic or psychological attributes. The marketer’s
problem is how to encourage and facilitate such consistent purchasing
behaviour. Of course, true loyalty to brand is not the same as inertial repeat
purchasing. High involvement leads to discernment of differences between
brands, whereas high satisfaction leads to brand liking or attachment. The
marketer gains doubly when true brand loyalty arises, because the consumer
or buyer consistently purchases the brand and is highly likely to engage in
positive word-of-mouth promotion. An example of a successful branding
device is given in Box 8.3.
Some marketing communication agencies now specialize is continuity
programmes that provide rewards to consumers and buyers for continuing
loyalty to a brand.