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In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the environment.. Consider that you have been using Apple for a long time. And you want to
exchange your iPhone 8, which you once bought on a recommendation. Here are 3 smartphones to choose from that will go on sale in the next 2 months. One of them is "iPhone 13" and others are "Google Pixel 6" and "Samsung Note 21". Let's say you choose an Apple smartphone. However, if we compare the technical characteristics, there are small differences between these three phones that are not noticeable in daily use. But why, in such a situation, is it most likely the iPhone 13? The reason for the occurrence of such an imaginary scenario is explained by the term "brand loyalty" in marketing. In simple words, the term "brand loyalty" explains that a buyer buys only that brand's products during shopping as a result of the positive feelings he has for a particular brand. For example, you can think of daily or monthly grocery shopping in your home. If you are satisfied with a product of any company, you will buy that product without thinking about it. For example, your monthly shopping includes buying tea. If you are a first-time buyer, you will need to consider several options.
Let's say you chose tea A from these options and you were satisfied with the product while using it. On your next shopping trip, you will add "A" brand product to your cart without even thinking about it.
It is clear that companies take certain steps to create brand loyalty in their
potential buyers. But before we talk about these steps, let's look at the
psychological reasons why people feel brand loyalty. One of the factors that increase brand or brand loyalty is social identification. Social identification is a sense of belonging to any group that we humans have. This feeling causes us to have different values. . For this reason, companies show in their advertisements that they share common values with you, instilling in you the feeling that you belong to their group. This type of relationship between the company and the buyer also increases trust and word-of-mouth advertising. In the meantime, let me say that "word-of-mouth" type of advertising means that people like the product and recommend it to others. Of course, brand loyalty can be explained from several additional psychological perspectives. But finally, we finish this topic by finding an answer to this question "how can you increase the feeling of brand loyalty in companies? It is clear that each of us has certain habits. Even when shopping, our habits can influence our choices. For example, imagine that instead of being picky, you have a habit of getting things done as quickly as possible. This habit may lead you to
use a product that is worse than others, if not overall. Imagine you want to order food. Although the far away restaurant offers better service, you order from the nearby restaurant so you don't have to wait too long. And because you do this consistently, the service provided by that restaurant is already elevated in your eyes compared to the other. This is called the "continuous exposure effect" in psychology.
Now let's go back to the question I asked earlier: how can companies improve brand loyalty among their customers? One of the first answers that comes to mind when this question is asked is to have some advantages over your competitors. Before I talk about this, let me tell you that this may not always be among the reasons that lead to brand loyalty. Because, as I said before, our habits can prevent it. That is, instead of a better product or service, we can choose the one that is easy to get. But aside from that, creating a difference between you and your competitors can give you an advantage. This difference may not be very big. For example, consider a hotel. In its slogan, it emphasizes that it offers the same standards at a cheaper price and is thus closer to you. Thus, with this price difference, he emphasizes that he treats you as a friend, creating a bond between the customer and the company. As I said earlier when I
was talking about social identification, they make you feel that you are in a group with them. This in itself increases the feeling of loyalty to the brand. Or, on the contrary, you can win the loyalty of a certain group of people by offering a more premium service. Another factor that increases this feeling is the good level of customer service. In our previous videos, we talked about how important customer service is. A number of steps can be taken to improve customer service.

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