Question

brand love marketing

Are there different types of Brand Love like there are different types of interpersonal love (like parental, romantic, sexual, familial)? Explain.

Answer 1

Brand love is a strong attachment to a certain brand; it ensures brand loyalty more than mere satisfaction (Sarkar, p. 80). There are a number of ways of achieving brand love, however, the argument lies in whether love really is the word to use to describe the relationship between a brand and the consumer. When a customer says that they love a brand, it is not the same as when they say the love a person. However, that should not undermine the power of love towards a brand. Even though it is not the same emotional love felt towards people, it is still a strong emotion that is almost always the difference when it comes to purchasing a product. This paper will discuss the concept of brand love further, and explain how companies attain love and take advantage of it. This brand love can be seen majorly of two types:-

Brand Preference- is a strong degree of brand love.  A customer definitely prefers one brand over competitive offerings and will purchase this brand if available perhaps because of habit or favorable past experience. However, if the brand is not available, the customer will accept a substitute brand rather than spending additional effort finding and purchasing the preferred brand.

Brand Insistence- occurs when a customer strongly prefers a specific brand, will accept no substitute and is willing to spend a great deal of time and effort to acquire that brand. Brand insistence is the strongest degree of brand loyalty. However, it is the least common type of brand loyalty. The creation of brand love significantly contributes to an organization's ability to achieve a sustainable competitive advantage