allaboutadvocacy.com

Cheering for Value

I am reminded that I am a big fan of Robert Pasikoff of Brand Keys each time I read about his work and insightful approach into what drives brand loyalty. Like the 2009 Loyalty Leader rankings research they recently published. So here’s three cheers and a sis-boom-bah as it’s worth a read.

Not least because the rankings show “value” brands like McDonald’s Coffee and Hyundai rocketing up the rankings: from way down at 155 last year to number 16 on the list for McD’s, and from further back at 295 in the case of Hyundai to rank in the latest results at number 24.

Since Brand Keys’ research is predictive and forward-looking, these high loyalty rankings mean that consumers are not likely to pass up these brands for the next best deal that comes along anytime soon. Why? According to the study, the brands have earned fiercely loyal fans by providing something that differentiates them beyond just price. What that is, I imagine Pasikoff might say, is standing for something with authentic meaning and connecting to consumers’ changed set of values, beyond just communicating value.

The surge in brand loyalty for McDonald’s coffee is followed by a bold move up the rankings of its own by Dunkin’ Donuts, another new kind of value brand, to 54 from 123. If you guessed Starbucks is on the opposite escalator heading down then you’re right: its ranking fell from 192 last year to a back of the bus 428 this year.

Consistent with this overall trend, other brands that are earning fiercer loyalty include Walmart, Verizon, and J. Crew. Topping the loyalty list? Wireless handset brands like Apple’s iPhone and Samsung’s Rogue, Smooth and Trance handsets. See this article in Brandweek today for more discussion and commentary on the kinds of brands consumers are increasingly cheering about.

Image Credit: Image Source