Elements of Brand Insistence
Brand insistence is a stage wherein a consumer stops comparing a particular brand with similar brands. The various elements of brand insistence are as follows:
Identity â€“ Customers, in some cases, most identify with a brand because it suits their personality, moral values, and lifestyle. Hence, brands that frequently change their image and suffer damage due to loss of reputation loses customers in the context of brand insistence.
Quality -The quality of a brand is judged upon its durability and safety. If the consumers believe that the brandâ€™s quality is superior in comparison to its competitors, they will remain attached to the brand. A small error like poor shopping experience or customer service can repel the customers from the brand.
Purchase simplification â€“ Brand insistence is high for products that have a simple purchase procedure. Customers will want to buy a product that will save their time and cognitive resources. The brand should be easily available in the market and should have a stable existence.
How to Build a Brand Insistence
Building a brand insistence is the ultimate objective and dream of a marketing campaign for any product. All companies make their best effort to reach this point.
Brand insistence is when the consumer will not accept a substitute or generic product in place of a brand. It does not take place overnight. Before reaching this stage, the product passes through different stages of branding like brand absence, brand awareness, brand preference, and brand preference. Brand insistence is the fifth and final stage of branding. The brand insistence stage is positioned at the top of a branding scale. It is the ultimate point of branding a product or service. If the product is not available at this stage, the consumers will wait for the productâ€™s availability but will not switch over to similar products. This is a beneficial stage for the organization as it depicts the exceptional functionality of the product. For example, Apple is an ideal example of a company with brand insistent consumers. It is considered as technologically-advanced, user-friendly, and superior in all aspects. Apple users love loyal to their Macs, iPods, iPhones, Mac stores, and apps.
Difference between Brand Loyalty and Brand Insistence
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