Comments on: Brand Loyalty: The Uphill (but Winnable) Battle for Heartshare http://blog.sentrana.com/2010/03/25/brand-loyalty-the-uphill-but-winnable-battle-for-heartshare/ Turning complexity into competitive advantage Wed, 10 Aug 2011 05:54:14 -0400 http://wordpress.org/?v=2.9.2 hourly 1 By: Bahia Simons-Lane http://blog.sentrana.com/2010/03/25/brand-loyalty-the-uphill-but-winnable-battle-for-heartshare/comment-page-1/#comment-185 Bahia Simons-Lane Fri, 04 Jun 2010 16:27:05 +0000 http://blog.sentrana.com/?p=460#comment-185 You make a great point in this post. I do indeed remember that translucent Neutrogena bar, though I had all but forgotten about it. In that mid-range facial cleansing category the amount of choice is astounding. I must admit that I buy what is on sale. It is usually Olay, but it could just as easily be any number of products. Every product I have bought has been fairly satisfying, and if not I just buy something different the next time. However, while there is a lot of choice in the high end facial products market, I think that there is much more loyalty on the part of the consumer. If I am going to spend $30+ on a small bottle of face cream then it better be the best! That leads me to continue to purchase from the same brand, or continue the quest for the perfect product. Within the mid-range facial products category, you don't waste much money and therefore it matters a lot less if you have an occasional miss. As for the proliferation of products, I think there is the assumption on the part of the consumer that if so many products are out there, then one of them MUST be better than what you are currently using and so the search continues - but is there really something better? You make a great point in this post. I do indeed remember that translucent Neutrogena bar, though I had all but forgotten about it. In that mid-range facial cleansing category the amount of choice is astounding. I must admit that I buy what is on sale. It is usually Olay, but it could just as easily be any number of products. Every product I have bought has been fairly satisfying, and if not I just buy something different the next time.

However, while there is a lot of choice in the high end facial products market, I think that there is much more loyalty on the part of the consumer. If I am going to spend $30+ on a small bottle of face cream then it better be the best! That leads me to continue to purchase from the same brand, or continue the quest for the perfect product. Within the mid-range facial products category, you don’t waste much money and therefore it matters a lot less if you have an occasional miss.

As for the proliferation of products, I think there is the assumption on the part of the consumer that if so many products are out there, then one of them MUST be better than what you are currently using and so the search continues – but is there really something better?

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