Vie Engerman

When it comes to marketing, managers must come up with strategies that are not only going to attract customers to their products, but also keep them coming back for more. One way marketing managers can establish this type of relationship is through brand equity.

Have you ever analyzed your own buying behavior? What brands do you often purchase and why? How long have you been faithful? You would find it surprising just how little work some marketers put into the retention of its most loyal buyers.

As I was writing my grocery list the other day, I was going through my pantry to find out what products needed replenishing. I was instantly sent back into memory lane to when I was a little girl going grocery shopping with my mother. There were items that my mom always had on the list; macaroni, salsa and beans are just a few. But it couldn’t be just any type of macaroni, it had to be Kraft. The salsa and beans were from Goya. No other name could ever take their place and the price was never an issue. I even giggled at the memory of looking through sales papers and getting excited when they were running special promotions for Kraft or Goya products. Ten cans of salsa for $3.00…oh my! Marketers sure do know how to get us bubbled up for some GOYA!

Would you believe that to this day, I only buy the Goya or Kraft brands? Every product that my mom and her mom purchased with these brand names presently sit in my pantry and/or always makes it on the list. There is no TV commercial or print advertisement promoting these brands that catches my attention. I'm just an offspring of the brand loyal user, it’s in my blood.

Branding differentiates products from other similar products on the market. When it comes to the value of a brand, repeat purchase or brand loyalty, is the most effective measurement. A recognized brand, to the consumer and companies alike, means quality. How is it that the thought of purchasing another brand of a particular product never crossed my mind? Customer perception is the key. Not only have Kraft and Goya always been a part of my life, it is like we have a special bond or emotional connection.

What makes Kraft and Goya the number one choice in my household? How was this relationship and brand loyalty established? Answers to these questions may never be known, however, I do know that there are no other brands like Kraft and Goya. I have been branded for life!

Have you been hit by the brand name bug?

Photograph Credit:
Sabrina Segal