Brand loyalty plays out ‘big time’ in Nigeria, Argentine friendly
In spite of the fact that Guinness is the major sponsor of the international friendly match between Nigeria and Argentina, other brands interestingly are scrambling to latch on to the match for brand equity in a match billed for Abuja on June 1.The world over, football has a great followership and the calculation of brands is how to
translate this to brand loyalty for maximum benefit. At the core of every successful brand, according to brand analysts, is a nucleus of loyal customers, as "these 'true believers' understand the brand better, purchase more often and recommend the brand to others." This is why brand loyalty analysts say it's a crucial goal and result of successful marketing programmes, sales initiatives and product development efforts. Companies seek brand loyalty on the understanding that loyal customers 'can be and should be the foundation for marketing strategy.' Beyond the profit firms generate, loyal customers provide the basis for brand development and improvement. The brand that loses sight of its loyal customers has lost its direction, and is vulnerable to losing market share. Kola Oyeyemi of MTN says that brand loyalty game is a game of value and trust. You can't buy your customer's loyalty, you earn it.
The value perception by the customer has a direct impact on the level of loyalty to your brand. Trust is built on experience and to a lesser degree, pedigree. "Every moment of interaction with the brand and the organisation by the consumer leaves a taste in the mouth of the consumer. This taste could be sweet or sour. A marketing orientated company's job is to ensure a sweet taste is left in the mouth of the customer at every moment of truth," Oyeyemi states. The June 1 match no doubt will be a memorable one. Determined to gain maximum benefit from its sponsorship of the friendly match Guinness has continuously weaved its marketing activities around the match. Since March, news print, billboards and other medium of information dissemination machinery have been witnessing campaigns geared towards promoting the international friendly. Aside other marketing activities undertaken by Guinness, the brand has opened up opportunities for consumers to buy a bottle of Guinness and text the code under the crown to 1759, and stand the chance to be entered into a prize draw to win tickets to attend Guinness The Match as well as receive a reward of air-time. Marketing communication experts note that the promotions are targeted at promoting the match and creating a bond with consumers of the brand towards achieving brand loyalty. They expressed their delight for the brand that has lent its weight in sponsoring the clash between the two top football nations. Guinness has been sponsoring football, but to some Nigerians this will be the best sponsorship that will be witnessed by them overtime.
It is likely that the brewer and other brand will also explore destination branding (sometimes referred to as place branding or place marketing), as the field will likely be branded to give it some colour. The term first used in 2002 by Simon Anholt, although there were earlier references to 'place marketing,' in the work of Philip Kotler, Gold and Ward, Avraham and Ketter Seppo Rainisto, and others. While some brands do not believe in the power of destination branding, others would do anything it takes to ensure that they remain on top as far as gaining equity stands, this is perhaps what the brewer and possibly other brands that will leverage on the opportunity will be capitalising on during the friendly. With this match, the firm has stepped up the nation's branding among football followership around the world, as the match will be the topic of discussion in international circles. This high-level friendly is particularly important to Nigeria's fundamental position in sub-Saharan Africa and the entire African continent, given her bulging population and huge market size, unarguably underlines her as a dominant and this should be sustained with such quality events.
