Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Brand Loyalty Isn't Enough For Products Anymore

Product Strategists Must Build Total Product Experiences To Combat Consumers' Declining Brand Loyalty

October 4, 2011

Primary author headshot

Authors

Why Read This Report

Brand loyalty has long been a critical pillar of product strategy, but its power is in relative decline. Technology and a recessionary economy have threatened the value of brand loyalty, especially in the past five years. While brand still matters, it's not sufficient in and of itself to position products in the market. Consequently, product strategists need to start thinking differently about brand loyalty, starting with the notion of total product experiences. Creative product strategists will build total product experience chains — product strategies built on links of brand, gaming, and product customization — to help reinvigorate loyalty. Product strategists must build alliances with their peers in other industries, and learn a new set of technologies, to make this happen.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Product Strategists Can No Longer Count On Brand Loyalty Alone
  • Craft A Total Product Experience Chain To Reinvigorate Loyalty
  • RECOMMENDATIONS

  • Build A Total Product Experience Based On Today's Adjacent Possibilities
  • Supplemental Material
  • Related Research Documents

Recommended Research