Brand Loyalty

Loyalty is the result of a repeatedly positive brand experience that creates a relation of trust between the customer and the brand. When brand defections occur, it is often because that bond of trust has been shattered. A brand associated with a single individual can survive its originator. Chanel is an example of a brand that has outlasted its creator. Coco died a number of years ago, but, under the sage guidance of Karl Lagerfeld, who took over the Chanel design house in the early 80s, the Chanel brand has maintained its character, its value, and its inventiveness. Lagerfeld knew better than to remake the brand in his own image, and the company continues to bring forth new products that exude something of the original Chanel spirit.