Residential Real Estate
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Brand Loyalty: The Psychology of Preference
they? In the beginning of this article we mentioned Lindstrom"s term "smashability." This simple means how independent each sensory aspect is and ability to stand on its own? If you removed the Starbucks logo from the building, would you still know the brand? Conclusion: In order to understand the psychology of brand preference, we undertook this journey by examining a basic communications model and the process of receiving/filtering messages. Next we reviewed research that suggested a distinction between spurious and true brand loyalty. Several truisms concerning how a brand is positioned in the marketplace revealed the challenges with marketing to the human mind. Finally, we surveyed research that submits the essence of brands is connected through our five senses. The culmination of this information may help any organization facing brand loyalty issues with their constituents and provide resources to uncover core issues. Bill Nissim consults with nonprofit organizations on brand management issues. His website, ibranz.com contains reference materials, links, and helpful articles on the many facets of branding.Pages: 1 [2]