Will you take the Pepsi challenge?

How is brand loyalty created?

Learning Objectives• To understand what brand loyalty is• To consider some of the different

strategies used to create brand loyalty

Success Criteria• The best work will identify how brand

loyalty is developed and maintained

Are you brand loyal?

• To what?• Why?• Would anything make you change your

loyalty?

Discuss in pairs and be prepared to feedback to the group.

Sainsbury’s Switch and Save campaign

Brand loyalty• A brand has to have its own values• This value has to appeal to the consumer• A large part of this is achieved through

appealing to the consumer’s aspirations

With a partner arrange the list of supermarkets in order of their perceived level of quality.

Compare your answers with another pair and discuss.

How do supermarkets create an image for their brand?

• Match the slogans to the correct supermarket

• Carefully consider the message each is trying to convey by words alone

• Which is the most effective slogan and why?