Strong Amazon Corporate Image Protects Customer Loyalty Levels

Corporate Brand Helps Maintain Loyalty of Customers

Last week we wrote in The Monday Morning Marketing Memo blog that “nothing touches the customer more than how he or she perceives your corporate image.”

Research released this week concerning the Amazon brand by the YouGov BrandIndex Buzz score confirms this.

The research shows that, despite high levels of awareness of a recent NY Times negative story on the Amazon workplace, “the percentage of consumers who would consider buying from Amazon the next time they want to buy from a retail store dropped a mere two percentage points, from 72% to 70%.”

As these two points are within the study’s margin of error, the drop is not statistically meaningful.

The fundamental perception of the corporate image is a major factor that determines whether a customer will decide to conduct business with you and, more important, enter into a long-term and mutually rewarding relationship with your organization.

As we see in the case of Amazon, the over perception of the Amazon brand is significantly strong that even an exposé in the New York Times is not enough to the change buying habits and loyalty of consumers.

Amazon may have taken a short-term PR hit last month. But unless new revelations are released, it certainly appears that the powerful Amazon corporate image has warded off any hits to the loyalty of its customers.

Nike TVC: Don’t Listen to Words of Discouragement

Nike Korea TVC Motivates and Gives Chills

Every athlete, professional or amateur, has heard words of discouragement. Nike knows this.

Nike also knows that younger athletes often hear such negative comments from the very adults who should be encouraging them.

And that’s what makes this recent Nike commercial in Korea so powerful:

Kudos to the agency Wieden + Kennedy Tokyo and Nike for showing young athletes, or any of us for that matter, not to let these outside voices of deterrence become our inner voices. In fact, in keeping with the powerful Nike brand, the underlining message is that our inner voices should always be telling us “Just Do It.”

This is a well-executed commercial, one which will undoubtedly give chills to a few viewers. And it is so congruent with the Nike brand.

I suspect it will also help motivate a few of us as well.

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