Yes, it is true. I am a brand-aholic. What is a brand-aholic you ask? Well to me it means that I am obsessive about purchasing brands that are well known and highly viewed amongst my peers. Most of my clothes adorn the signature label of their maker, proudly displaying where they are from.
I am also brand loyal. Among my collections of material possessions you will see a pattern of those that I remain loyal to. For example, I am extremely loyal to Shopper's Drug Mart. I will go out of my way to shop at Shoppers because of their points rewards program. Often brands develop these programs in order to establish brand loyalty amongst their customers.
There are tiers to the brand loyalty system: brand awareness, brand acceptance, brand preference and brand insistence. The leaders of brand loyalty actually drive their customers to insisting on using their brand and no others. This is much like my insistance on shopping at Shopper's. Getting brand awareness and acceptance is a difficult process for new brands, especially in a competitive field such as drug stores when there are highly competitive chains like Rexall, PharmaPlus and Shoppers. It seems like these three brands have succeeded through loyalty rewards programs (i.e Rexall has AirMiles points) and by delivering weekly and daily flyers highlighting savings.
When it comes to brand loyalty in clothing I am split loyal- I have several brands that I am loyal to. Among these brands are Tommy Hilfiger, Guess, and Mavi. I am the type of person that appreciates when a brand fits me well and returns this appreciation by giving them my business. I would not define myself as exclusively loyal to any brand but I am not a brand switcher. Brand switchers are those who are not loyal to any brand and continue to switch brands depending on their price, availability, etc.
Thanks for reading,
Natalie
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