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This lesson explore what is brand loyalty, how to build brand loyalty and how UniQLO builds brand loyalty
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Design ManagementBranding
Brand LoyaltyPrepared by Timothy ChanUpdated 29 April 2013Version 3.0
1. What is brand loyalty2. How to build brand loyalty3. Case study - UniQLO
Learning Objectives
What is Brand Loyalty?
What is Brand Loyalty?
1.) Tried your products/services(Induced to try via A&P)
2.) Like your products/services(Moments of truth – their experiences)
3.) Think of You first(Repeat customers, repeat purchases)
4.) Recommend their friends(Brand ambassador – word of mouth)
I don’t know your brand
Building Brand Loyalty
Great product, great services, great value, WOW experiences
CrapSUCKS!!!
#1
Building Brand Loyalty
Easy to Recall (brand elements)Brand name, logo, symbol, slogan, associations
website domain, character, visuals…
#2
Brand Elements Basics
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
How to increase ease of recall…
Brand Elements Basics
How to increase ease of recall…
MessageStory
Advert
Involvement Community
VisualsNon-visual…
Building Brand Loyalty
Deliver excellent customer service….Satisfaction, Opinions, Relations
#3
Shopping experiences
Shopping experiences
Shopping experiences
Shopping experiences
Shopping experiences
Quality products
Value for money pricing
Co-branding designs
Co-branding designs
Co-branding designs
Co-branding designs
• CHINATOWN POINT STORE• PLAZA SINGAPURA STORE
• BUGIS+ STORE
• PARKWAY PARADE STORE• CAUSEWAY POINT STORE
• VIVOCITY STORE• 313@SOMERSET STORE
• ION ORCHARD STORE• TAMPINES 1 STORE
Strategic and Convenient
Brand Elements
Brand Elements
Social Responsibility
Community Relations
Customer’s Relations
Customer’s Relations
Customer’s Relations
Customer’s Relations
Customer’s Relations
Customer’s Relations
Assignments
Each group to present in 5 minutes:
• Your strategies to foster strong customer’s loyalty
• Relates to your final project