tag:blogger.com,1999:blog-7923005810906159036.post6624420056968215634..comments2024-03-27T12:49:05.975+00:00Comments on IP finance: Brand loyalty: can it be bought?Anne Fairpohttp://www.blogger.com/profile/02579190868405783459noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-7923005810906159036.post-52236811166315802122009-04-27T08:44:00.000+01:002009-04-27T08:44:00.000+01:00Are we discussing loyalty to a brand or loyalty to...Are we discussing loyalty to a brand or loyalty to a company? Or even loyalty to a loyalty scheme? I am not sure how much of a "brands" issue this is.<br /><br />Traditionally, the best known loyalty scheme was Green Shield Stamps, offered by Tesco among others. Tesco abandoned it many years ago in favour of a discounting policy. GSS was not owned by Tesco.<br /><br />In more recent years, Air Miles has been popular, but again has had a distinct brand, separate from that of the organisations that sponsored it, eg British Airways.<br /><br />If I build up loyalty "points" with British Airways rather than British Midland (or, to use its brand, bmi), in what sense is this loyalty to a brand, rather than a company?<br /><br />I am not convinced that this is a brand issue.Mark Andersonhttps://www.blogger.com/profile/14407839707461689152noreply@blogger.com