Put On Your Thinking Caps And Talk About Using Promotions

Put On Your Thinking Caps And Talk About Using The Promotions Part

Put on your thinking caps and talk about using the promotions part of the marketing mix in helping to shape brand positioning. Give an example, maybe even using what your brand is doing now in that area, and evaluate whether or not it is working.

This is a two part question: What kind of company depends on social media to brand itself and describe the benefits?

Which branding tactic is the most valuable in your opinion and why? Brand loyalty is a pattern of consumer behaviour and refers to a person has a favourite brand and prefer to purchase goods from them specifically rather than from any similar supplier. Brand loyalty will be attained if an individual is satisfied, if he or she is not satisfied, it is less likely for them to return and seek better alternatives. Loyal customers will consistently make repeat purchases as they believe the brand to be superior to its competitors by having attributes that meet their expectations and fulfill their physical needs or emotional wants.

Moreover, they will help create brand awareness by sharing information with close ones such as classmates and family members. This promotional tactic is called word of mouth — a person who has a positive experience will recommend it to others. Word of mouth is effective for attracting users who are more considerate about adopting new offerings by first seeking feedback to reduce risks, such as wasting money. The key to brand loyalty is a guarantee of quality; it is important to achieve this for sustaining long-term relationships, which helps increase revenue and attract new potential buyers. However, brand loyalty can decline when new, more attractive choices are introduced to the market, such as cheaper prices or more unique, distinguishable designs.

Maintaining or building brand loyalty can be difficult; brands must continually improve to match customer preferences and outperform rivals. For instance, among the seven informants in the study, Charles was identified as the least brand loyal. His disinterest in the brand itself, focusing instead on whether the product is an espresso, demonstrates that his loyalty hinges more on product type than brand. Charles's preference for discounts indicates that personal benefits influence his repurchase behavior. Conversely, Wendy exemplifies high brand loyalty—she has a strong commitment to Dunkin’ Donuts, consistent for over 20 years, driven by routine and emotional attachment, which she vividly recalls. She owns branded items, indicating a deep emotional connection. Wendy’s loyalty manifests in her unwillingness to switch even with many alternatives, reflecting a preference for consistency and familiarity.

Assessing brand loyalty based on personal responses and behaviors is common. For example, Pamela’s reliance on Gevalia coffee for daily functioning and her active engagement with the brand—including purchasing related products and recommending it—demonstrates high loyalty. In contrast, Sara views Gevalia as a luxury or indulgence, which reflects a different level of emotional attachment. Frank is routine-oriented, sticking to familiar brands like Chock Full O’Nuts because of comfort, which indicates a form of brand loyalty rooted in habit.

If I were a brand manager in the coffee industry, I would consider Wendy an ideal customer due to her long-term loyalty, routine, and willingness to promote the brand through positive word of mouth. This kind of customer provides stable revenue, valuable feedback, and aids in building the brand's credibility through her endorsements and sharing of experiences. Her strong emotional connection also makes her less susceptible to competitors’ marketing efforts, ensuring long-term brand stability.

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The role of promotional strategies within the marketing mix plays a crucial role in shaping brand positioning. Promotions encompass a variety of tactics such as discounts, advertising, customer incentives, and public relations that help communicate a brand's unique value proposition to consumers. These tactics are designed not only to attract new customers but also to reinforce and strengthen the loyalty of existing ones. Effective promotions can reposition a brand in the marketplace by highlighting new features, improving perceptions, or differentiating from competitors, thereby directly influencing how consumers perceive and relate to the brand.

One pertinent example of promotional effectiveness is the use of targeted discounts and loyalty programs by coffee brands. For instance, Starbucks employs a reward system that incentivizes repeat purchases through free drinks, personalized offers, and mobile app engagement. These promotions foster emotional loyalty by making consumers feel valued and appreciated, thus strengthening the brand's position in consumers’ minds. Evaluations suggest that such promotional tactics lead to increased frequency of visits and higher customer retention rates, confirming their strategic importance.

Social media has become an indispensable tool for brands aiming to establish and reinforce their identity. Companies such as fashion brands, tech firms, and lifestyle companies rely heavily on social media platforms to foster brand communities and engage directly with their audience. The benefits of social media-based branding include rapid dissemination of brand messages, immediate feedback, and the ability to tailor marketing campaigns to specific segments. Additionally, social media allows for creative storytelling that enhances emotional connections, thus fostering a sense of belonging among followers. For example, Nike’s social media campaigns build community through inspiring displays of athlete stories, which resonate emotionally and boost brand loyalty.

The most effective branding tactic, in my opinion, is fostering genuine brand loyalty through consistent delivery of quality and emotional engagement. While advertising and promotions are vital for initial awareness and incremental sales, long-term success depends on creating strong emotional bonds that lead to brand advocacy. Brand loyalty reduces price sensitivity, encourages word-of-mouth promotion, and provides a buffer against competitors’ marketing efforts. The emotional connection built through authentic storytelling, consistent brand experience, and social responsibility initiatives often outperforms short-term promotional campaigns in sustaining market share and profitability.

Building brand loyalty requires suppliers to deliver value beyond the product itself, such as exceptional customer service, community involvement, and creating shared values. For example, brands like Patagonia heavily emphasize environmental activism, which aligns with their consumers' values, leading to intense loyalty. This loyalty manifests in repeat purchases, positive word-of-mouth, and a willingness to forgive occasional missteps, provided the brand remains true to its core values. Such strategic positioning capitalizes on emotional branding, which has been shown to be more durable and impactful than purely transactional branding tactics (Reichheld & Sasser, 1990).

Another facet influencing brand loyalty is the robustness of customer relationships built through consistent engagement and personalized experiences. Data-driven marketing empowers brands to serve tailored recommendations, offers, and content, further deepening consumer commitment. For instance, Amazon’s use of personalized suggestions and member-exclusive deals enhances customer retention and fosters habitual use. This strategic focus on relationship marketing underscores the importance of integrating promotion with personalized communication to secure long-term customer loyalty.

In conclusion, promotional strategies are essential but must be integrated with authentic brand values and emotional engagement to effectively shape brand positioning. Social media serves as a powerful platform for communicating these values, creating community, and fostering loyalty. Among various branding tactics, cultivating genuine brand loyalty through delivering consistent value and emotional connection stands out as the most resilient strategy. For brands seeking sustainable growth, investing in long-term relationship building will yield dividends that short-term promotional gains cannot match, ensuring continued relevance and competitiveness in an evolving marketplace.

References

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• Hanna, R., Rohm, A., & Crittenden, V. (2011). We’re All Connected: The Power of the Social Media Ecosystem. Business Horizons, 54(3), 265-273.
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