Laura Yeager
Propaganda and Persuasion
September 21, 2009
A Fairy Tale Ending for Brand Loyalty
In an ideal world, every product would have a successful following and a strong amount of brand loyalty. However, in the world that we live in that just isn’t the case. Nancy Giddens, an extension marketing specialist defines brand loyalty as “a consumer’s preference to buy a particular brand in a product category”.
Brand loyalty in the consumer market today is almost impossible. Smith and Jones, an advertising agency that specializes in moving brands up market, produced an article called “Brand Loyalty: The Holy Grail”. The article provides the statistic that the average American is introduced to more than 3,000 paid marketing campaigns every day, where as 90 percent of those messages is produced by a public relations professional. Although it is difficult to gain brand loyalty, a company who is successful in brand loyalty can see a significant increase in profit. Smith and Jones’ article also stated that with just a 5 % increase in a products brand loyalty, the companies profit can increase up to 95 percent.
In order to understand brand loyalty, one should look at companies who are successful in the practice. The Walt Disney Company is one of the most successful companies when it comes to brand loyalty. Not only does the company know how to market and sell to a wide demographic, they know how to keep their customers after the fact.
Princess Propaganda is a blog specifically about Disney and how its methods of propaganda and persuasion regarding Disney fairy tales can not only keep the interest of girl’s ages 2 through 8 but also keep that same demographic far into their adulthood. “We’ve been blown away by how strong the demand is for princess thematic things in almost every stage of a woman’s life” says Andy Mooney, Chairman of Disney Consumer Products Worldwide. Because of this Disney has found a new way to play off of their brand loyalty. Disney has now introduced a Disney bridal collection specializing in fairy tale weddings. Disney’s Fairy Tale Wedding Collection allows brides to purchase wedding dresses specific to Disney princesses. This includes Cinderella, Sleeping Beauty, Snow White, Jasmine, and even Giselle from the recently released Disney movie Enchanted. Disney has used their brand loyalty to improve on product sales and continue to increase consumer loyalty towards their company. If companies would emulate Disney’s methods of propaganda and persuasion and start reaching their demographics at a young age, every company might increase their chances of having a fairy tale ending when it comes to brand loyalty.
References
Giddens, N (2002). Brand Loyalty. Ag Decision Maker, Retrieved from http://www.extension.iastate.edu/agdm/wholefarm/pdf/c5-54.pdf
(2007, April 19). Princess Propaganda. Retrieved from http://princessculture.wordpress.com/2007/04/19/disneys-fairy-tale-wedding-collection/
Smith and Jones, (n.d.). Brand Loyalty: The Holy Grail. Up Market, Retrieved from http://www.smithandjones.com/content489
Laura Yeager
Alpha Sigma Alpha Secretary
Phi Phi Chapter
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