The role of brand management in building customer loyalty

Kulkenov Daryn (2025) The role of brand management in building customer loyalty. Külkereskedelmi Kar.

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Absztrakt (kivonat)

The purpose of this thesis was to examine the importance of brand management in driving customer loyalty in a digital world. Due to increased competition within every industry, the theory of brand management has evolved from pure communication focused on visual identity in marketing, to a holistic management framework focused on consumer experience, emotional connections with consumers, and digital engagement with existing and new consumers . The key goal of the research was to explore how brand management strategies help brand managers develop customer loyalty and maintain loyalty over time in relation to digital branding and consumer engagement. The research utilized productive lessons in brand management from the following theoretical constructs: Brand Equity Theory, Relationship Marketing Theory, Social Identity Theory, and Customer Engagement Theory - as frameworks to research brand management. More specifically, the value and possibilities from these theories provided a useful starting point for understanding the practical applications of brand management strategies and how they can shape consumer behaviour, loyalty to the brand, and the long term consumer-brand relationship. These theories offered key factors to understand what contributes to consumer loyalty today when there is fierce competition in the marketplace. This research also utilized empirical data through the use of surveys and case studies from a range of different industries also highlighted the importance of brand equity, brand trust, emotional branding and how they impact consumer attitudes and behaviours. Empirical examples from well-known brands including Apple, Nike and Patagonia provided valuable examples in relating to articulating brand management strategies to create loyalty. The analysis of the case studies identified specific branding tactics including theme, engaging consumers, location, and positioning all contributed to consumer loyalty. From the research findings, it was clear that strong brand management strategies that develop consistency through authenticity to connect with consumers and personalize customers’ experience, enhanced each customer’s loyalty. Furthermore, branding in relation to digital was important to gain trust and loyalty from consumers as it related to long-term trust from engagement further on in companies’ digital strategies. The research suggested that beyond the transaction, brands should create value with each consumer that goes beyond company valuations and creates emotional connections built upon advocacy and repeat purchases. This research identified the challenges brands face in an increasingly digital and fragmented marketplace. While digital branding provides new opportunities for real-time engagement with consumers, it also raises challenges for marketing with content saturation, privacy and authentic branding. The study identified a need for brands to have transparent messaging that aligns with ethical communication while ensuring they balance personalized experiences with consumer’s data privacy. In summary, this thesis not only provided theoretical contributions to academia but was also practical in nature for marketers looking to build connections with consumers in a rapidly changing digital environment. Given that there is a complicated intersection between brand communications and customer loyalty, this research outlined practical strategies through recommendations to help facilitate businesses develop branded strategies to adjust how consumers connect, and develop loyalty through engaged experiences and practices to create long term consumer loyalty amidst the increasingly complex digital world

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdaságtan Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, business marketing, customer loyalty, customer service, fogyasztói magatartás, management, marketing, márkahűség, márkázás
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:22
Utolsó módosítás:	2025. Okt. 27. 14:22

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