Key elements contributing towards building and strengthen brand loyalty are following. First one is brand awareness, it happens at the introduction stages in which target audience is informed about the brand or you can say we introduce our brand to consumers because if they don’t know about us so how will they use our products and services. After brand awareness than comes brand image, brand image is made when a consumer buys a product or service, he also buys a brand image if he gets satisfied with the product and service so brand will be able to register positive brand image in consumers mind, in this process we make and tries to maintain the brand loyalty through different techniques. Like I phone has made their brand image of providing best quality phones, coke has made brand image of happiness, joy and good experience. After making brand image now comes brand recall stage, it totally depends on brand image like if I want to buy high quality phone so I will be recalled brands and think about I phone or Samsung or if I want to a buy cheap phone so after recalling I will be going for Q mobile. The stronger the brand awareness and brand image so your brand recall will be more efficient and stronger. Then comes brand relationship, in this we have to make and maintain a great relation ship with our customer if he is satisfied with our product and services like customer care etc., so there are high chance of great brand loyalty with that customer.
Then comes to maintain brand loyalty in this process brand managers should play a key role. To maintain the brand loyalty your brand has to provide functional benefits along with emotional benefits like Dalda does, in everything they bring element of family and motherhood. In maintaining brand loyalty your top management characteristics and traits play a big role. Like if we talk about virgin brand their top management person is popular and consider to have swag, good attitude, Steve jobs is considered to be innovator so his firm too replicate this in field. Ultimately traits of top management can be seen in brand and people feel proud and good in using products and part of the brand. Adding value to consumer is very important in maintaining and strengthening brand loyalty. For example, I phone make its user believe that if they are using, I phone so people will think I have good status and reputation and it gives inner satisfaction to the consumer. Differentiation is also one of the most important elements. If brand doesn’t differentiate so one day, they will vanish just we can see Nokia they didn’t improvise and differentiated so they have lost their loyalty from consumers.
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