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Strategies for brand loyalty

Select a brand for which you feel loyalty. It could be a brand of ketchup, toilet paper, underwear, an engine part, or even a telecommunications provider. Analyze how you became loyal to the brand.
Next, research the brand in the Cybrary. What types of strategies has the brand undertaken over the years to maintain and extend its appeal to the consumer? As a conclusion, explain how the company research may or may not have helped you better understand why you are loyal to the brand.
The brand I feel most loyal to would be "Coach." I received my first Coach bag in 1989 after graduating from high school. This bag was one of the nicest bags I have ever owned. The leather on a Coach bag is very smooth. Each bag comes with a signature register number. I was so excited about that feature that I called up Coach and had my name and register number logged in their system in case I ever had to send my bag in for repair.

I decided that the one item I would like to have for my birthday every year was a new Coach bag. I now own 10 Coach Bags, each one in a different color. After five years of having my first Coach bag, it was time for some minor repairs. I called up the Coach store to inquire about the return process for having a five-year old bag restored. I was told to mail my bag to a certain location, and it would take four to five weeks for repair. It only took Coach three weeks to return my bag. I was very pleased with the services I received. Not only did they make my bag look brand new, they also replaced the open and close button, which was not in bad condition at all.

I had this one bag for five years before I received others. This truly great experience led me to want a new bag every year for my birthday. Seventeen years later, I am still asked questions about my bags. Someone will ask whether the bag is new, and when I tell them how long I have had my bag they are amazed at how good it looks. This is what made me a very loyal customer to Coach.

"Coach began more than half a century ago as a family-run workshop in a Manhattan loft. Six artisans handcrafted a collection of high-quality leather-goods using skills passed down from generation to generation. Discerning consumers soon began to seek out the high standards of Coach Workmanship.

The founder of Coach was first inspired by a baseball glove when he saw its distinctive markings and how flexible it became with use. After refining it, making it softer and stronger, he created Coach's first handbag. Since then, innovations in leather finishes, new grains and colors, and modern materials continue to fascinate us. But this glove-tanned leather remains a Coach tradition, and it still burnishes as beautifully as it did back when Babe Ruth played baseball.

Every Coach product embodies the perfect balance between aesthetics and functionality. Sizes, shapes, pockets and straps are carefully considered to provide maximum efficiency, comfort and convenience. Seams are double-stitched where reinforcement is required. Coach selects only the top ten percent of leathers for their tactile quality, strength, character and grain. In the tanning process the untreated leather is rotated for days in large drums where it is softened and enriched with natural treatments drawn from plant extracts, fats and clear aniline dyes. Like fingerprints, no two grain patterns are alike. Their method of slow curing brings the natural markings to the surface, which makes every coach product original and unique leather to ensure a consistency of color and texture". (
Coach has expanded a great deal of overall success, thanks to their outstanding products and services. They continue to remain committed to customer services by carefully upholding the principle of quality and integrity that defined the company in the beginning.
Throughout the years, Coach has added a large amount of new shapes, styles and materials. "Together with their licensed partners, they are able to offer a large range of items, which includes: briefcases, organizers, planners, notepads, computer cases, cell phone cases, luggage and travel accessories, wallets, outerwear, eyewear, gloves, scarves, fine jewelry, watches, footwear, and office furniture bearing the Coach brand name." (
These are a few of the Items Coach can offer that will allow them to stay up-to-date on today's trends.
To me, Coach has maintained the highest standards of workmanship and materials, which is one of several reasons I remain loyal to them.

Solution Preview

I will discuss about my car Scion. Scion is a new line of vehicles created by Toyota Motor Sales U.S.A. aimed squarely at Gen Y, the up-and-coming group born between 1975 and 1994. Scion is positioning itself as the most happening car for the youngsters. This is known as user positioning. Now the Scion is using the product design also to attract the youth. Product design is also one of the differentiation parameter. Scion is using the product style for creating product distinctiveness that is difficult to copy.
For example its new product, The tC comes nicely equipped: antilock brakes, driver-side knee airbag, 17-inch alloy wheels shod with Z-rated tires, power mirrors and windows, Pioneer sound system with CD player, air ...

Solution Summary

This discusses various strategies for brand loyalty