Loyalty Correlates with Brand Value
Brand value improves as customer loyalty to that brand improves. It makes sense, but many companies still don't connect the dots between customer value and brand value. But which are the companies that do it best, and what can we learn from them?
The lead story in today's issue of 1to1 Weekly shares the results of a recent Brand Keys survey, the 2009 Customer Loyalty Leaders report. Not surprisingly, Apple has done it again, building the value of the iPhone brand by improving customer loyalty.
Many tech companies scored high, but it takes more than a fancy gadget to build brand value. Automaker Hyundai, for example, jumped from 295th to 24th based on its Assurance customer return program.
The first step to becoming a loyalty leader is to measure loyalty, says Brand Keys founder Robert Passikoff. that's more than just satisfaction. And, brands need to understand that the old price-value equation has become a customer-driven, value-for-dollar equation, he says.
Are you on the road to being a loyalty leader? What's your secret?
Related Entries
- Betty White and Lindsay the Milkaholic: Memorable Super Bowl Ads
- Loyalty Correlates with Brand Value
- Can Automakers Rebuild Customer Loyalty?
Leave a comment