At times I wonder about some terms used in marketing. One term that recently strike my mind was “Brand Loyalty”. Now what does brand loyalty really means. The following lines from wikipedia try to explain it:
`
“Brand loyalty, in marketing, consists of a consumer’s commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy.
True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior.This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm.For example, if Joe has brand loyalty to Company A he will purchase Company A’s products even if Company B’s are cheaper and/or of a higher quality.”
The key lines for me are the last few where it goes to the extent of saying that “customers are willing to pay higher prices”. Thus true brand loyalty can make a person blind to an extent that he/she will pay higher prices just for the sake of brand. Then why don’t put a tag of “Brand Blindness” instead of “Brand Loyalty”.
`
Why don’t marketers refer them as brand blind?
`
`
One of the reasons may be that marketers may sound rude and raise the anger of these consumers by calling them bluntly a blind.
`
Another reason may be the degree of loyalty, thus only-very-loyal consumers may behave as blind ones and the lesser-loyal ones may still consider other brands. But then should these lesser-loyals really be referred to as brand loyal?
`
More reasons like brand blindness may have been used to define something else. I searched for it and found that at few places it was referred to the phenomenon when your customers do not really differentiate between the different brands. But why are we calling a person blind who is judging different options, considering his/her parameters and making a rational decision. This person in no way is a blind, except that he/she might not want to see what the marketers want to see him/her.
`
For me a brand blind should be the one who is not able to make the difference, for whom Brand ‘X’ is always better than others, no matter what the others have to offer. When I am reminded of people who were itching to buy an Apple i-Phone even when it was no where near its launch , I am reminded of that brand blindness. So can I refer to this as “brand blindness” and not “brand loyalty”.
`
All you marketers….answers/comments please.
