PART ONE: BRAND DIARY
Brands That Matter
My brand diary reveals that there are categories of products which I as a consumer am drawn to for various reasons. Top among them are two brand and these are: facebook and Colgate.
Facebook provides an opportunity to continually be linked up with friends. With new stories and discussions coming up daily, it is not surprising that I often access the social media network at least once a day. In addition to the daily access, I may spend at least an hour scoring the information presented on social media. From the pictures, to the videos and of course the chat messages facebook provides an ideal avenue to keep linked up with friends as well as family. Further, it costs nothing to enjoy the services of this network. Daily am making new friends some of whom are across the continent and we all keep in touch through facebook easily and conveniently.
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Colgate as a brand of toothpaste has been there for many decades. Growing up, toothpaste was often translated to obviously mean Colgate. The choice to use and apply Colgate to my daily hygiene routine is not one that has been influenced greatly by any scientific thought or process. Colgate is the brand that has been applied in my history and therefore is the same one I use today. The few attempts to go against this brand have ended up in disappointment either in the form of quality or even general taste of the toothpaste. Surprisingly, even within the Colgate brand there are many toothpaste products such as optical white and herbal toothpaste. The product found in my diary is that of the original Colgate, which shows that the choice is based more on product loyalty rather than loyalty o the brand name itself. Of course it is also important to mention that Colgate remains the most affordable of the top quality toothpaste brands.
The selection of particular brands is based on several principles;
In the first place there is the sense of familiarity that comes with some particular brands. This means that there are brands that I select not because I know with a guarantee that they are most ideal but because I have always used this particular brands perhaps even for some years. When standing in a queue at the store, and I have no idea which brand to select from; I often turn to brands that I have encountered before. The encounter maybe short, and not even personal for example maybe, I encountered the product a friend’s house or saw it once in a particular place. However, the encounter provides a false sense of familiarity and since I am not sure which brand is most suitable then am most likely to select this one I have encountered before.
A second consideration comes in the form of value. There are products that am particularly well knowledgeable in and which am sure of the quality of service. For example, the P&G head and shoulders shampoo is a product which most people find costly. However, the cost is actually equal to the value. The product provides the exact value of service that you are looking for. The definition of value of course changes from time to time, depending on the information I have gathered and analyzed on particular products. The value of a product often comes into play when I am trying something new or have missed out on particular products that I rely upon. Often, also the influence of friends with regard to particular products comes into play when determining the value of the same products. With new information I can be tempted to experiment with a new product that promises more value
Brand versus Product Consideration
The consideration of a brand as opposed to a product often depends on the situation. When I am looking for products which I have never attempted to use, I am most likely to be drawn to brand names as opposed to particular products. Brand names offer a sense of security, whereupon I can often imagine that nothing will go wrong if I rely on brands that have served me before. Within the brand, I could experiment with particular products, and therefore over time settle on one particular product. However, the initial decision is made not based on that singular product but on the brand itself.
On the other hand, as with the example of Colgate; there are products that I have encountered before and in this case, the brand really has little to do with it. During the shopping, I am more focused on the particular product because I have information, I have understood it and therefore feel no need to rely or find another product which could end up disappointing me. Although I may begin with relying on a particular brand over time, I am likely to transition towards relying on a specific product and ignoring the brand completely. The brand is only a way to get the information that I need on the products, their value and quality. Armed with this information therefore, the design is now based on the products themselves.
Brand Loyalty
There are brands that I am particularly loyal to and especially where my personal wellbeing is concerned. Whereas, I may experiment in some cases personal wellbeing is not one of these areas that I feel particularly experimental about. According to Mowen and Minor (1998), my brand loyalty is of course determined by value and past experience. Brands that I have made use of tin the past and which in turn have not disjointed me often translate to commitment. Take for example apple, the brand promises excellent service at low prices. The process may not be particularly low but the convenience and quality are characteristics that one cannot argue with. It follows therefore that when in need, I am most likely to turn to apple.
with other brands, I experience a split loyalty where two brands come to par with each other and have each earned my commitment. For example Nike and Adidas are both brands that have served me well, providing comfort as well as quality over time. Whereas each of the brands has its own strengths and its own particular challenges; they complement each other well. When shopping if I buy one particular product from Nike this month, for some reason I will turn to adidas in the following month. In the case of split loyalty, perhaps one brand was introduced by a friend or family member. The brand served me well and therefore joined another brand which I was previously engaged and committed to. Split loyalty is mostly for products that I purchase once in a while, it rarely occurs in my case with everyday products.
Brands not considered
It is important to note that there are brands which would not consider purchasing even when pushed by lack of products from other brands. This is more an issue of disloyalty. Past experiences with brands such as Samsung for me have been a far cry from my expectations. Poor quality, diminishing range of service and poor customer care has forced a shift from such brands. Kazanjian(2012) indicates that When a particular product does not live up to the expectations of the consumer, the least that the company can do is provide quality customer care to ensure that the customer does not get disappointed. Unfortunately with majority of the brands I stay away from, this has not been the case. After spending a good amount on these brands, I have been left to fend for myself when problems arose. In the end, I was forced back to other brands.
Surprises
There have been a few surprises in the brand analysis. I have often imagined that majority of the choices that I make while shopping are based more on cost rather than anything else. In my mind, all the other qualities of the brands including the value of service come after the cost decision. However, from the brand analysis it is surprising to learn that in many cases the opposite is true. There are products that exist within the market which would cost much less but I have opted to purchase the products that I am familiar with. It is surprising to learn that in these cases, I have chosen products out of brand loyalty rather than the cost of the product as I had previously imagined.
A second surprise comes from the fact that I have become familiar with some products and therefore do not even consider other products. For example, the analysis has shown that for ages I have been using Colgate toothpaste. There has been mo change even when new brands, with new qualities have arisen. The choice of the toothpaste has become automatic to my needs. It is surprising that I cannot recall the qualities that originally led me to this product. If called upon to defend my choice against other products, there are chances that I will fail miserably. The choice has simply been based on familiarity, perhaps a way to keep my history alive. There are few chances that I will depart from this choice over time.
PART TWO: CRITICAL ANALAYSIS
An analysis of the brand diary shows that there are exiting patterns of relationships between me, the consumer and particular brands and products. The relationships with these brands can be defined on various grounds. Whether the relationships are based on some historical past, experience or even just fulfillment of the needs at the time. What is sure from this analysis is that brand loyalty is not a singular event. It is indeed a commitment that develops over time. A consumer needs to interact with particular products over time and then formulate a kind of relationship based on these experiences and this is what forms brand loyalty.
Colgate: Symbolic Relationship
A symbolic relationship often arises from past interactions, where the relationship takes on a new meaning. There are various kinds of products through which a symbolic relationship can develop. Perhaps, the most notable thing about a symbolic relationship is that the consumers are often completely and strictly committed to the brand. The commitment arises from the special meanings they have attached to the product and/ or brand. The product provides some kind of emotional satisfaction to the consumer who in turn rewards the brand with loyalty. This kind of loyalty is hard and sometimes difficult to break. According to Halberg ( 1995) and Haig (2003)Consumers will shop for hours to find that particular product. With the online market, access to various markets has become easier and therefore more and more consumers are developing symbolic relationships with particular brands and products. It is now more about the satisfaction rather than the value of service given by the product. Through the brand diary, attention has been drawn to Colgate one of the brands that features greatly and severally. The relationship with this product for many other consumers maybe mostly functional, just a personal hygiene product. For me, it is a product that is a great part of my history.
Review of the brand
Colgate has been in the market for decades. Our parents used Colgate as children and their parents as well. The company has a rich history culminating in the merger with Palmolive to become Colgate Palmolive. Colgate toothpaste happens to be the one brand in the market that has a strong brand loyalty. Competitors are often coming up with new ways to take a section if the market from Colgate, however, this has proved impossible, (Hardin 1959, Hubbard 1991). The target market for the company of course is all households. Unlike other brands in the market, it does not focus more on just generating hype and sales. Colgate has focused more on ensuring commitment to the brand by meeting the customer needs and expectations. for example the tagline associated with the company” the number one brand recommend by dentists” emerged after analysis showed that consumers relied more and more on professional advice when it came to their dental hygiene.
Colgate toothpaste offers an all round cavity protection for the user. Majority of the toothpastes need a tooth brush in order to reach the entire mouth. Unfortunately as many dentists state, a toothbrush cannot reach some areas of the mouth. It is therefore possible to develop cavities and even suffer from a smelly mouth despite brushing and cleaning your teeth regularly. Colgate ensures that the consumer has no such worries. The chemical formula dispatches to the entire mouth protecting and cleaning even areas such as between the teeth where the tooth brush has been unable to reach. In addition, the tooth paste ensures that the roots are protected and healthy which is perhaps why dentists recommend the use of Colgate.
Marketing strategy
In an attempt to continuously build on the symbolic relationship, Colgate’s marketing strategy has included personalized advertisements directed at their already loyal customers. While other companies are often on the run for new clients, Colgate has focused more on meeting the needs of the consumers that it already has. However, the focus on brand loyalty has been slightly costly to Colgate. Other companies such as pepsodent have entered the lucrative oral hygiene market with products such as sensodyne. Colgate’s response came slightly late, leading to the loss of a significant part of the market.
However, recent advertising has gone back towards creating a symbolic relationship. The company is reminding consumers again and again, that like the family dentist; Colgate is a family product. With such aggressive marketing, it is therefore not surprising that when we think of oral hygiene you are most likely to hear individuals speaking of Colgate, (McConell 1967, Joseph 2010). The brand name is widely recognizable, not just in the urban areas but also in the rural areas. The company also enjoys a wide range of good publicity engaging in various community activities. Engaging with the consumers on other platforms develops a meaningful relationship which the consumers are able to return to when they need to make a decision on the products to purchase.
An interesting aspect of the Colgate marketing strategy is that the focus of the products shifts from one country to the nest. In some countries for example, consumers are more concerned with white teeth and therefore optical white takes the center of attention; while in another it is more about decaying gums where all purpose features. This target marketing ensures that the company is meeting the particular needs if the consumer at the ground and therefore ensuring that the consumer understands that they come first in the company. It is based on this strategy that Colgate has been able to penetrate and hold ground even in some of the most volatile markets.
Recommendations
For a while now there has been focus on growing the market share of Colgate. Unfortunately, this has taken over ensuring that the loyal consumers are rewarded. The result is that other competitors have been able to snatch off a portion of the Colgate market. Aarker (1991) and Stiff (2006) state that it is important for the company to re-focus attention towards defending its own customers from predators. This means analyzing the needs of the customers and ensuring they are met. Further, the quality that loyal consumers are used to, should not be compromised to meet the expanding market.
Facebook: A Functional Relationship
A functional relationship with a brand can be defined as a relationship where the brands only meet the needs of the consumer. Should such needs change or another brand come up with a way of meeting these needs then the relationship is in jeopardy. The relationship has no significant meaning except it is the only way through which the consumer can meet that particular need effectively. Facebook is a social media brand that has taken over the market with an increasing number of memberships daily. With millions using the social media site, it has proven an ideal way to meet new people, and communicate effectively.
Review of Facebook
Facebook was the first social media site to take over the internet. Through the history of internet nothing came close to facebook. All other sites were tailored in the fashion of facebook. This exciting product therefore took over the market at an early stage. Within months millions were on facebook and it quickly became the norm. Facebook has traversed even into the rural areas and gone beyond the social lives of individuals. People are able to network across continents, share information and even enjoy particular interests together.
Recently facebook has added features that tailor advertisements and even updates to suit an individual’s needs and behavior. This ensures that you are able to get current information, directly into your page. Further facebook has a high integration with other websites and applications. The result is that you can run majority of these concurrently without any problem, in fact you can do so directly from your web page. With membership increasing daily, facebook continues to be the fastest way to find friends and communicate worldwide. Other sites such as integral are quickly building on the weaknesses of facebook. However, they often lack quorum that would ensure increased competition in the social media market. When it comes to numbers, everyone agrees that facebook has it.
Marketing Strategy
Facebook is a company that should be enjoying excellent brand loyalty since it carries a rich history of the users. Unfortunately for a while now, the focus has been on increasing membership rather than ensuring quality service. As stated by Sutherland (2011) Facebook marketing strategy has focused more on the exacting possibilities of meeting and communicating with long lost friends. For many people however, after the initial meeting the excitement dies off. Recently, the company has to include a policy where idle accounts were closed off. Facebook is quickly becoming an age differentiated company. Teenagers and young people are the only ones interested in maintaining an active account.
Facebook has continuously branded it as the ideal way for consumers to meet hundreds and in fact thousands of people in an instant. By tailoring the user’s behaviors, the media site is able to present the highest possibilities of people one would like to meet and engage with. Consumers are therefore drawn back to their accounts for the possibility of new information about their friends and even about things they would like. Facebook takes advantage of the innate need that human beings have to share their own information, pictures and even stories.
Facebook has not been engaged in any active advertisement unlike other social media sites. The company has relied more on subtle suggestions through email and other online accounts. Further mostly people join facebook because they have been pressured by friends and family to keep and maintain an active account so that they can engage in each other’s lives. Further business people and companies are able to market their products to consumers at a cheap price and reach a much wider audience. Business analysts have often stated that a business without a facebook account is far from reaching its own potential.
Facebook has been wrangles by many problems and publicity issues. The top among them is the concern by users about their own privacy. Unfortunately facebook is far from solving the security problems encountered by udders. Often there are problems of hacking where the users find others using their own pages perhaps to the damage of relationships and even reputations, (Vincent 2012). Such issues often cause users to leave the site and discourage others from joining. It seems that the billions of facebook users have become a problem in themselves. The company is unable to effectively control the flow of information and secure the same.
The extension strategy employed in the early stages of the launch of facebook has been effective in increasing the market share of the company. Facebook continues to hold the largest portion of the social media market, (Harvell 2012). Predictions are that the company will continue being number one at least for a few decades. However, there has been an increase in competition from smaller social media sites offering better security and services. The result is that there is now a split loyalty with people shifting slowly to other media sites and only returning to keep in touch with friends who are not on the other sites.
Recommendations
The level of facebook brand loyalty has been challenged in the past few years. Whereas there was a time when it was unheard of that users could close their accounts, today more and more people are opting for smaller more secure social media sites. The popularity and notoriousness of facebook is fast catching up. It is time for the company to change strategies and begin meeting the needs of its individual consumers. Top among them is improving the quality of protection guaranteed to the users.
The company has already managed to grab the attention of social media users. Focus now is to be directed towards ensuring a strong reputation and therefore generating a brand loyalty. Competitors are capitalizing on the challenges offered by facebook which will soon make a dent on the income earned by the company. There is need to create a desire for the users to maintain and keep their accounts active. This may mean scaling back on some of the things offered on facebook and focusing more attention on the few. It is no longer about arousing interest, it is about maintaining it.
REFERENCES
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HAIG, M. (2003). Brand failures. London, Kogan Page.
HALLBERG, G. (1995). All consumers are not created equal: the differential marketing strategy for brand loyalty and profits. New York, John Wiley & Sons.
HARDIN, S. T. (1959). The Colgate story. New York, Vantage Press.
HARVELL, B. (2012). Facebook. Hoboken, N.J., John Wiley & Sons Inc.
HUBBARD, J. D. (1991). Colgate. Louisville [Ky.], Harmony House.
JOSEPH, J. (2010). The experience effect engage your customers with a consistent and memorable brand experience. New York, AMACOM
KAZANJIAN, K. (2012). Driving loyalty: turning every customer and employee into a raving fan for your brand. New York, Crown Business.
MOWEN, J. C., & MINOR, M. (1998). Consumer behavior. Upper Saddle River, N.J., Prentice-Hall.
MCCONNELL, J. D. (1967). A behavioral study of the development and persistence of brand loyalty for a consumer product.
STIFF, D. (2006). Sell the brand first: how to sell your brand and create lasting customer loyalty. New York, McGraw-Hill.
SUTHERLAND, A. (2011). Facebook. London, Wayland
VINCENT, L. (2012). Brand real how smart companies live their brand promise and inspire fierce customer loyalty. New York, American Management Association.
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