Contemporary marketing Assignment Essay Example | Topics and Well Written Essays - 1000 words

Contemporary marketing Assignment - Essay physical exertionWith such keen interest in building a unbendable brand, two issues usually inject up. One has to do with the components of a strong brand and the other has to do with ship canal of developing a strong brand (Farris et al., 2010). While customer the true is mainly described by what individuals do, brand obedience usually is defined by the feelings and impressions of individuals (Dawes, 2009). A flake of global brands can boast the kind of obedience and passion shown by generations of certain companies like Disney. Disney Company is going to be the basis of this paper on which examples will be drawn on how the gild has come up with strategies to build a strong brand that leads to increasing customer retention and loyalty. For more than eighty years, the caller-out has experienced and maintained a lasting and comfortable position in the market. There are numerous reasons as to why the company has managed to be as so, b ut one of the main reasons is because of the creation of a strong brand (JZMcBride and Associates, 2011). This inventory will scrutinize various ways through which Disney Company has built a strong brand, which has helped the company retain millions of customers and their loyalty thus increasing profits. The paper will cite specific examples of how the company has managed to do this. There are different ways through which Disney is able to keep its customers happy and loyal. One of the ways through which the company has accomplished this is through the creation of a brand promise. The company has been able to squeeze down its promise of brand to a single action, which is using heart to entertain (JZMcBride and Associates, 2011). Studies suggest that loyalty includes some level of pre- dispositional commitment in a brand. Loyalty to a brand is seen as a construct that is multidimensional. Such loyalty is dependent on a number of distinct psychological processes and it involves a nu mber of measurements, the perceived value of customers, trust in brands, satisfaction of customers and commitment are all persuasion to be key influencing entities of loyalty to a brand (Fournier, 2007). As it follows, the strategy of Disney to use heart or feelings in entertaining the customers fulfils all these requirements and ensures that the company maintains the loyalty of its customers. Another way the company builds its brand and retains customers is by controlling its brand. By being true to its brand in numerous ventures is what differentiates the company from other brands in the market. For instance, the company owns ABC, which broadcasts numerous programs. For instance, ABC broadcasts a show Called Pan Am that is based on the lives of individuals in the 1960s. One thing that one notices is that the show does not include scenes of smoking even though they were progressively common during this time. This shows that the company wishes to stick to its promise of broadcasti ng shows that are family friendly (JZMcBride and Associates, 2011). According to a number of studies, commitment to behaviour of repeated purchase are considered as necessary elements for creating brand loyalty and customer loyalty, followed by satisfaction, perceived value and brand trust. Several scholars claim that enhancing customer