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The terms ‘brand’ and ‘brand name’ have been used interchangeably with each other. Traditionally speaking ‘brand name’ refers to positioning of an organization in relation to its competitors. It works in tandem with the personality of the organization in the target market. For example, when we hear the brand name, Lexus, immediately we tend to associate it with ‘the pursuit of perfection’. While Apple is often associated with ‘innovation’, PepsiCo is known for its appeal among younger generations. From these examples it is clear that the brand is more than a name. It is a promise that brings in trust and integrity to your Home Based Business Opportunity.

When consumers buy a product, they have certain expectations in their mind based on their previous experience with the product, brand name, word of mouth publicity, the catching advertisements of the product, promises given by the manufacturer, promotional offers, price etc. This is where the brand loyalty comes to play.

Brand loyalty can be divided into two broad categories.

Behavioral Brand Loyalty
Behavioral brand loyalty can be measured in terms of the ratio between a repeated purchase occurring over the total number of purchases. This purchase is the product of the direct relationship between customer satisfaction and brand loyalty. This is in turn governed by a number of cognitive, affective and evocative features. In other words, the corporate branding strategies of a firm is measured in terms of repetitive purchases made by its loyal clients.

Attitudinal Brand Loyalty
Attitudinal brand loyalty works on the principle that a consumer prefers a particular firm over competing firms in the market. Since they like the firm, they also like the firm’s products and services. This kind of loyalty takes for granted the commitment of clients over a long period of time in e-Marketing.

Both behavioral and attitudinal brand loyalty works on the principle that a consumer has developed a favorable attitude towards your brand, hence they come back for repeat purchases. Marketing experts agree that such kind of repeat purchases do not occur intentionally but because of convenience on the part of clients or due to the lack of alternatives.

If your clients remain loyal to you, there are numerous benefits you can profit from them. First and foremost is that loyal clients care more for you than for the price of your products. Hence they do not mind paying a little higher to get your products or services. Besides having increased profits for your firm, you do not have to worry about pursuing new clients. Further more, loyal clients are more lenient to the mistakes you accidentally commit. They will happily fill out your feedback forms and try out your new range of products. They provide word of mouth publicity about your products and services.