Issue 2, 2007

S. A. Starov. Brand Loyalty: Classification, Valuation Methods and Enhancing Loyalty Programs

With every year creating brand loyalty is acquiring more significant role on the Russian marketplace. In order to gain sustainable competitive advantage the company are needed to perform tracking of brand loyalty level, to analyze factors fostering loyalty, to develop integrated actions for building loyalty and evaluate their effectiveness. The programs of brand loyalty that are targeted on defined segments allow the company along with enlarging the volume production to make more personnel the connections with consistent clients.

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