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Branding Building Customer Loyalty

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Timothy Chan
Timothy Chan

This lesson explore what is brand loyalty, how to build brand loyalty and how UniQLO builds brand loyalty

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Design Management Branding Brand Loyalty Prepared by Timothy Chan Updated 29 April 2013 Version 3.0
1. What is brand loyalty 2. How to build brand loyalty 3. 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 Crap SUCKS!!! #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… Message Story Advert Involvement Community Visuals Non-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

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