We are loyal to certain brands and not others. But why does this happen? We need to understand the reasons.
We are loyal to certain brands. We see people fiercely defending their choice of smartphone; we see loyalty and vitriol in equal measure in the seemingly trivial matter of coffee shops. Understanding why brands trigger such strong feelings is important for us to understand. The Marketer suggests five reasons why this happens.
1. Because the consumer is young. Typically in our teens and early twenties we are working hard to establish our own identity and bond with people we think are like us. Choosing a specific brand and what it seems to represent is a useful shortcut.
2. Because of the way brands work. Products in a mature market economy are often very similar. Brands give us a reason to choose and to feel good about our choices by creating associations through marketing.
3. Because of the endowment effect. This is the positive bias people have towards what they already own.
4. Because our minds are hard-wired towards things staying the same – it means we don’t have to think too hard.
5. Because it’s familiar. What becomes familiar feels better than an alternative that works slightly differently, even if the alternative may have additional or better features overall. Just think about Android vs iPhone. If you’re used to one, then the other feels awkward when you use it for the first time because you have to think consciously about what you’re doing. So we take the feeling of effort that something new requires and often conclude that it must be inferior.