Question

Topic: Branding

Is Brand Loyalty Always A Good Management Goal?

Posted by Anonymous on 4/15/2005 at 7:20 AM ET 250 Points
Brand loyalty is always seen as a good brand management goal, but my question is: are there situations where this doesn't count? For example for products with low CLV, kinds of features of the product/brand and maybe the Product Life Cycle can influence it. When is attracting new customers more important than create loyal customers?

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