品牌公司和廣告專傢說那些忠實於品牌的消費者一定會長期購買某個公司生產的所有產品。然而，有些人認為，這種所謂的忠誠可能更多的是出於購買習慣。本文討論消費者為什麼會形成品牌忠誠度。
詞匯：marketing 營銷
You might have heard the term ‘brand loyalty’. As we enter a 5th generation of console releases, with Sony’s PS5 and Microsoft’s Xbox series X due to hit our shelves this year, once more psychologists are predicting a wave of purchases based on fidelity.
But why do people feel compelled to stick with brands? Writer Carol M. Bopp describes brand loyalty as a positive feeling that consumers identify with a certain product or company. This also draws on the idea of brand awareness: the extent to which customers are familiar with the logo or values of a brand, goods or a service.
Huge companies pump millions into marketing and advertising, using analytics to determine who is their ICP, or ideal customer profile. It’s no surprise that the ads which pop up on social media somehow feel targeted at or tailored for you. This is because companies spend a lot of time and money analysing who is most likely to become loyal customers.
This extends to the supermarkets. Many believe that the more expensive branded products are much better than the supermarkets’ own brand. Money-saving experts like Martin Lewis, encourage us to give up the premium or branded products and buy the value versions.
So, are we really brand loyal? Companies certainly want us to be. But there are those who believe it’s more to do with brand habit – that feeling of comfort you get from buying the same product over and over again. Once we’re familiar with a brand and we know that it’s OK, we don’t feel compelled to try anything else.
So, the next time you find yourself buying your favourite brand, it might not be down to brand loyalty, but rather to habit, or even that you have been targeted by a specific company through tailored ads.
詞匯表
brand loyalty 品牌忠誠度
hit the (our) shelves 擺上貨架
fidelity 忠誠
brand awareness 品牌認知
logo 商標
values 價值觀
goods 商品，貨物
service 服務
advertising 廣告
analytics （數據）分析方法
ICP (ideal customer profile) 理想客戶特征
ad 廣告
targeted 定向的，有目標的
tailored 特制的，定制的
own brand （商店的）自有品牌
premium 高級的，優質的
branded product 品牌產品
brand habit 品牌習慣
測驗與練習
1. 閱讀課文並回答問題。
1. What is Martin Lewis’s money-saving advice?
2. Why do ads feel targeted to us?
3. How do companies determine who their ICP is?
4. What is brand habit?
5. How does Carol M. Bopp describe brand loyalty?
2. 選擇意思恰當的單詞或詞組來完成下列句子。
1. Companies _______ ads at specific customers they think will buy their products.
target awareness loyalty values
2. Martin Lewis thinks we should buy the supermarkets’ _______ products.
premium own-brand awareness values
3. _______ is the short form of adverts.
ICP Advertising Ads Aids
4. Companies use _______ to determine who their ICP is.
awareness analytics target analyse
5. I love the shape and design of their _______.
values logo brand awareness
答案
1. 閱讀課文並回答問題。
1. What is Martin Lewis’s money saving advice?
He encourages us to give up the premium or branded products and buy the value versions.
2. Why do ads feel targeted to us?
Companies spend a lot of time and money to determine who to target with specific products.
3. How do companies determine who their ICP is?
Companies use analytics to determine who their ICP is.
4. What is brand habit?
The feeling of being comfortable buying the same product over and over again.
5. How does Carol M. Bopp describe brand loyalty?
A positive feeling that consumers identify with a certain product or company.
2. 選擇意思恰當的單詞或詞組來完成下列句子。
1. Companies target ads at specific customers they think will buy their products.
2. Martin Lewis thinks we should buy the supermarkets’ own brand products.
3. Ads is the short form of adverts.
4. Companies use analytics to determine who their ICP is.
5. I love the shape and design of their logo.
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