The 2012 version of the Top 100 “Loyalty Leaders” list compiled by Brand Keys, a company that
specializes in brand and customer-loyalty consulting for the last 16 years, is different from the lists of recent years because of the "continuous
pace of change in technology".
There are 21 brands in the top 100 for the first time in 2012, including 4 of the brands in the top 10.
“Brand loyalty has always been primarily driven by emotional engagement,” the president of Brand Keys said, “and the rankings on this year’s list make it crystal clear that connection is everything.”
Of the top 10, 3 are Apple-branded products: the iPad tablet, at # 1; the iPhone smartphone, at # 3; and Apple computers, at # 5. 2 Amazon-branded products made the top 10: Amazon’s tablets at # 2; and the amazon.com online retail service, at # 4.The rest of the top 10 are as follows: Samsung tablet, sixth; “Call of Duty” video game, seventh; Samsung cellphone, eighth; Halo video game, ninth; and Twitter, 10th. Other tech brands at the top quintile of the list are the Kindle e-reader from Amazon, # 11; Google, # 14; YouTube, # 15; Facebook, # 16; and Zappos, # 18. The highest-ranking brand without technology roots is Mary Kay, the cosmetics brand, at # 12. I think the prevalence of digital companies at the heights of this list (and illustrated another way, the dearth of non-digital companies), suggests that the most efficient way to instill loyalty into your products is to have a robust multi-channel presence and furthermore, to create a technology that facilitates users' interactions with these channels. How will next years Loyalty leaders list evolve?
There are 21 brands in the top 100 for the first time in 2012, including 4 of the brands in the top 10.
“Brand loyalty has always been primarily driven by emotional engagement,” the president of Brand Keys said, “and the rankings on this year’s list make it crystal clear that connection is everything.”
Of the top 10, 3 are Apple-branded products: the iPad tablet, at # 1; the iPhone smartphone, at # 3; and Apple computers, at # 5. 2 Amazon-branded products made the top 10: Amazon’s tablets at # 2; and the amazon.com online retail service, at # 4.The rest of the top 10 are as follows: Samsung tablet, sixth; “Call of Duty” video game, seventh; Samsung cellphone, eighth; Halo video game, ninth; and Twitter, 10th. Other tech brands at the top quintile of the list are the Kindle e-reader from Amazon, # 11; Google, # 14; YouTube, # 15; Facebook, # 16; and Zappos, # 18. The highest-ranking brand without technology roots is Mary Kay, the cosmetics brand, at # 12. I think the prevalence of digital companies at the heights of this list (and illustrated another way, the dearth of non-digital companies), suggests that the most efficient way to instill loyalty into your products is to have a robust multi-channel presence and furthermore, to create a technology that facilitates users' interactions with these channels. How will next years Loyalty leaders list evolve?
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