BRAND, BRAND LOYALTY, AND LOYALTY PROGRAMS: A SYSTEMATIC REVIEW OF EXISTING RESEARCH LITERATURE

The business world is facing lots of challenges due to competitive global markets. Disruptive innovations in technology raised a question for many businesses regarding the longevity of advantages they are enjoying on their investments in current technology. Product differentiation is much tougher nowadays because of the competitors imitating the leaders in market matching the standards fairly. To solve this problem companies use brand and brand loyalty to enjoy long-term competitive advantage. The main objective of this paper is to review the existing academic literature on brand, brand loyalty and loyalty programs and its advantages to the businesses. The researchers have used secondary data sources to know how companies are using these tools for creating competitive advantages. This paper gives details regarding the benefits of having a strong brand and creating and developing brand loyalty for the organizations and its customers. The outcomes of this review paper show that brand and brand loyalty programs are an essential part of any given business

Social Media – the easiest way to communicate and build Brand Loyalty through Advertising.

Social Media is the biggest change since the industrial revolution. Social Media fulfils the fundamental human need – to communicate. It is not just a marketing tool but is an effective way of running a business by spreading an organisation’s branded content to a potentially vast online audience. It has created a unique opportunity for businesses to connect and build brand loyalty with their customers. A consumer promotes the particular brand or product to their peers after being satisfied by its loyalty through the advertisements of the brand. In the present scenario, advertisements on Twitter, You Tube, blogs, and Facebook grab the consumers’ attention keeping at par with the traditional mediums like newspapers and television. Social media advertising has become a staple of the ‘media mix’ as marketers tell their stories through attention-grabbing campaigns. Brands from all sectors like Sony, Red Bull, Dove, Tresemme, Cadbury, Revlon and Cinthol use multiple social media platforms to drive home their message. The present study aims to highlight the building up of brand loyalty in social media through the case studies of advertising campaigns of few consumer product.