Brand loyalty in the modern age

A brand is an experience which essentially creates brand loyalty in the long run

Brand history dates back to 2500 BC when cattle were branded for identification in Egypt. Trademarks then came into being and were incorporated in the modern history of things. Branded clothing and accessories, to be more specific, is much later phenomena.

A veteran advertising agency, dating back to 1850, known as Ogilvy, simply identified a brand as, “the intangible sum of the product attributes."

It is pertinent to note that customers develop a relationship with brands as if the brand is a living being. A brand is an experience, satisfaction and trust by its customer on a longer term which creates brand loyalty. A brand connects with you as a magnet. You keep evolving with that brand and the brand keeps evolving with the customer.

Any particular brand with effective marketing works on all your senses; be it your sight, smell, touch and familiarity. It is what keeps you engaged. A person who wears a particular brand will always want to purchase items after experiencing its touch and feel.

My father used a cologne called 4711, and never ever used another brand. Once the brand discontinued its cologne, he stopped using cologne altogether. That is the power a brand can hold over a loyal customer. The brand essentially becomes an interwoven part of a customer’s personality.

Savile Row, which is often referred to as a brand, is actually a street in Mayfair, Central London. The street is known for its traditional bespoke tailoring for men. It rose to fame for bespoke men's tailoring in the 18th Century. Today too, Savile Row has an intimate following from customers all over the world and that's what a brand is.

There are many of us that feel the need to wear brands. Be it Armani, Givenchy, Louis Vuitton, Prada or Tom Ford, to name a few; these names are recognised globally.

There are also those which are extremely exclusive and lesser known; except to a few. These lesser-known brands are priced at the higher end of the scale and are often times unreachable by the masses. Furthermore, these high-end brands acquire their customers on another level altogether.

It is interesting to note that Italy and Pakistan started producing branded goods around the same time. It is unfortunate however, that we are yet to produce a brand of international repute; while Italy has over 20 big names in the global fashion industry. A well known, reputable brand has the ability to make a customer look and feel good; albeit until their next purchase.