Branding og forbrugerloyalitet: Burberry og Apple

I am here today to talk about branding and how to building consumer loyalty. My name is Rita Clifton, and I am the chairman of Interbrand in London.

Let me start to tell about branding which is a big part of a product, it is the company’s duty to choose a name for the product by choice, and how the company wants the customers to look at the product and hopefully get preferential on their products. They also have to have a brand and it has to be a logo or symbol or something similar, which will make it possible to identify the product and stand out from other brands. It is also very important to creating customer loyalty, so you know that people like your products and maybe some time will come back, or spread the rumor and you have to work on a positive reputation.

A good example on a brand is Coca-Cola, a brand which you all might know and many more people in the world. And that is exactly the point. You all know the brand and that is the benefit of branding. When you have a company and people start knowing your brand you are on the right road, and your company will become famous. When a person start recognize your company when they remember the logo. It has to be a logo, that when people see it they going to be curious and investigate more about the company. When celebrities start use your products then it will become a brand. They have a big influence on people around the world their fans will in fact imitate them. I will give you an example on Coca-Cola, they have Santa in their logo on Christmas time, who will get kids around the world attention.