Few Considerations On Brand Loyalty and Equity

Abstract

Considered as one of the most pregnant way to identify a product, a service or an organization,through specific communication means, the brand has an important role in the process ofpersonalizing and sustaining the image of products, services or organizations. The brand is the essence of products and services and the key to express the market success. Apowerful brand has a strong position in the consumers’ minds and can be considered a key pointbetween the consumers’ first preference and choice (when they decide to buy a product) and thehigh and constant level of quality of that product. What is more, this connection can be created by fulfilling the company’s promises that theoffer’s level of quality will be maintained and even increased over a long period of time. The success of a brand is assured by maintaining the consumers’ loyalty, and the consumers’trust and loyalty will increase the brand equity. The aim of this paper is to present a few theoretical aspects concerning the concepts of brandloyalty and equity.

Keywords

• marketing
• brands
• image
• loyalty
• equity