Brand Culture And Ethos Pathos Logos

All About That Brand Look around at all the girls you when you go out. Notice what brands they are wearing. Are they sporting Kendra Scott? What about Michael Kors? Brand culture, also known as brand loyalty, occurs when someone is dedicated to a brand and repeatedly buys from this brand for multiple reasons. Brand loyalty has been around for many years for example it has been around since the early 1900’s. Logos are one of the many factors that draw consumers eyes to luxury items. These logos have been around since the early 1900’s (Credo). The swoosh that represents Nike, the flower that represent Louis Vuitton, the three stripes that represent Adidas, and “MK” that represent Michael Kors, are just a few examples of the many brand logos

Brand loyalty and consumerism have a connection. The stronger the loyalty we have to a brand, the more we will consume. This will then cause an increase in consumerism and our economy. The reasons behind why people are driven to buy brand names and be loyal to a brand can be based off of demographics, peer pressure, and many other. I am loyal to many brands myself and researching this topic that is close in relativity to my life and this research made me take a step back and look at why I really do I buy these things. Women are driven by things such as wanting to fit in with the “in-crowd”, sealing relationships with their significant other, as well as young girls are driven to compete with their peers, trying to be as good if not better than them. Another broad topic that people buy brand names is because of specificity such as things like color, design, fit, material, craftmanship, and the story behind the brand (The Luxe Strategist). The most uncommon reason that some people developed brand loyalty is because of simple greeting or birthday cards they receive in the mail (Professional Services Close-up). These three reasons are not strong reasons to spend money on expensive brand names if we can obtain the same quality

In 1978 a complex definition of brand loyalty was proposed by Jacoby and Chestnut stating “a biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more brands out of set of such brands, and is a function of psychological processes” (Essays, UK). In 1994, Wilkie defined brand culture as, “a favorable attitude toward, and a consistent purchase of, a particular brand” (Essays, UK). These definition means that consumers are loyal if the attitude, and behavior is favorable. The better the attitude the more likely the brand will have a higher brand loyalty percentage. The last definition of brand loyalty evolved in 1997 by Oliver stating, “a deeply held commitment to repurchase or patronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts that have the potential to cause switching behavior” (Essays, UK). If we look at an overview of all three definitions, they are all based on the action of consuming one brand repeatedly. In 2008 Kevin Stirtz proposed six steps to becoming loyal to a brand (Essays, UK). In 1997 Philip Kotler defined four patterns of behavior such as “hard core loyal, split loyal, shifting loyal, and switchers” (Essays, UK). There are many different theories that have evolved over time by different people regarding the steps of becoming