BRAND LOYALIST: MAKE OR BREAK IN ANY BUSSINESS

 

Sooner in August, Apple will announce its latest model of the iPhone. Subsequently, once the newest model hits the shelve in the official Apple store, many fans are willing to stay in a long queue to purchase the latest iPhone. They will be many reviews about the phone itself in the wake of that. Apple may tag itself as the premium phone; however, the phone has its own deficiencies; nevertheless, we can see the long queue each year. This is where brand loyalty comes into place. Apple had created a unique brand that had its own followers. In a sense, loyalty means staying steadfast to one idea, principles, causes, families, parties, leaders, country, religion, racial group, friends, or anything that one heart has been devoted to or embedded.

When it comes to marketing, some loyalty will come when a customer or fans support any brand, model, team, or parts, regardless of having a better competitor, demerits on their loyal brand, or changes in scenery. Brand loyalty is a tremendous emotional magnetism that will ensure the customer stays loyal to a particular brand. The automotive industry has its own brand loyalist to car models, wear and tear parts, lubricant brands, tire brands, tire types, etc.

An automotive-related brand like Honda, Toyota, Proton, Perodua, Kayaba, Michelin, Continental, Goodyear, Castrol, Liqui Molly, Amsoil, Brembo, Nisin, Endless, etc. had their loyal followers. Some of the brand costs can be on the higher side; nonetheless, the automobile lovers still prefer to use these brands as their minds have been embedded with the good thing they had encountered with these particular brands.

How can the customer become loyal to a particular car brand albeit the brand’s own demerits? A customer can be an ardent brand loyalist in the automobile industry when he has the best experience on the first attempt at the products. For instance, if a customer had replaced his OEM Yokohama tire with other tire brands like Michelin, Continental, or Goodyear and got a great driving experience, they can become fans of these particular brands. On that account, the customer will repeatedly choose the aforementioned brand only as they believe the brand is superior to other tires. A similar experience with different parts can make the customer a brand loyalist.

A customer can also become a brand loyalist if the service provides has an excellent loyalist program. The car lovers who had poured the  Castrol Engine oil in any Castrol Authorized Workshop will be registered to the Castrol Warranty Program via the Castrol Motorist App. Subsequently, they will also be given a point registered through the system. Once a specific point has been accumulated, the customer can then use the point to purchase the Castrol lubricants. Castrol Workshop also provided a loyalist program where if the customer had poured the Castrol Magnatec engine oil 4 times, the 5th time would be free, and for Castrol Edge, it will be 3 times with the 4th will be free. A similar method is usually available in the petrol station. The petrol brand also offered a loyalty program to make customers become loyalists to specific fuel brands.

A good experience and a loyalty program can be the factor for a customer to become a brand loyalist. A customer can also become a brand loyalist by trial and error. Case in point, if the customer had purchased a Kayaba absorber, had replaced it with the Tein absorber, and had a good driving experience with the later brand, this can become a factor in making a customer become a Tein absorber lover. A hit and miss with certain automotive-related parts, especially if the customer has a horrible experience with the latter brand, can become a factor. If the customer had purchased an aftermarket brake pad that had derailed his brake rotor, he would never go back to the brake pad again.

A customer also can become a brand loyalist due to brand technologies and reputation. Tesla had become a most sought car brand globally and had created its unique follower of a brand loyalist. The reason is that Tesla had broken the glass ceiling embedded in an electric car for a long time. Tesla had made a sporty, attractive, and efficient electric car that had single-handedly broken the electric car glass ceiling. Due to Tesla’s success, each car manufacturer has at least one electric car model on the production line. Some car lovers can become brand loyalists to a particular car brand due to performance, reliabilities, maintenance, elegance, etc.

A customer can become a brand loyalist to one brand, but they can become a brand loyalist to other automotive-related brands. A customer can like Honda and Toyota, Brembo together with Bosch, Volvo together with Mercedez Benz, Castrol together with Liqui Moly, etc. A customer who becomes an ardent love for more than one brand of automobile-related parts can be called a split brand loyalist, while the customer who favors only one brand can be called a hardcore brand loyalist.

A customer can also shift their brand from one to another one. This situation can happen if the customer does not have some driving and assurance with the brand before. If a customer has not had some great experience with the Brembo brake items, he can switch to the brake pad that can provide a similar or better driving experience than Brembo brake pads. This situation can happen once the previous brand quality has deteriorated to a level where it lost its essence, making it their customer preferred choice before.

As mentioned before, loyalty is the ability to be steadfast in anyone or anything that the person has devoted to. In terms of the automotive world and marketing universally, a brand loyalist is the one who can create the success and failure of any brand. If Tesla motors had failed to create a successful electric car, the prejudice against the electric car would be intact, and it would not pave the way for other companies to create their own electric car. Tesla had been a success story, and now they had made an electric car brand loyalist among the automobile lovers. A brand loyalist may look like a thing that can create excitement, abhor, loathe, or disgust among others who do not share some brand loyalist feeling; however, the brand loyalist ultimately has created the power of the brand.

 

 

 

 

 

 

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