Good influence: A strong brand impacts loyalty

Dubai - Communication evolving, but at the same time so is consumer opinion

Boasting a strong brand image in the market usually means that a brand is going above and beyond to relate to its consumers and identify what it is that they are most passionate about.
A YouGov survey, which looked at the best ways in which brands can engage with their customers, found that brand loyalty goes further than just the love of a product.
The survey revealed that 63 per cent of UAE respondents feel that it is important for brands that they like and follow to have a point of view on issues related to society. This is especially important among millennials in the age bracket of 25 to 34 years, with over two-thirds of them expressing their agreement.
In addition, 47 per cent of respondents believe that brands should take a stand only on issues that are either relevant at the moment or that are relevant to the brand itself. Education, health awareness, environmental, and human rights emerged as the top areas that respondents find acceptable for brands to communicate their point of view through marketing campaigns.
Women felt more strongly about brands promoting health issues compared to men, and for young adults in the age bracket of 25 to 29 years, education and health are the most acceptable areas for brands to express their views on.
"Communication is evolving but at the same time so is consumer opinion, with customers being prudent and watchful of the brands they purchase from," noted Kerry McLaren, head of Omnibus in the Mena region.
"While it appears consumers don't want brands to stay silent, they want to trust the brands they interact with, so purely putting out a message is not enough; they want to see action being taken, with brands putting their money where their mouth is. It is therefore crucial for brands to create their marketing strategies around conversations that are authentic and help cement their reputation with customers in a way that seems sincere."
The survey also showed that 48 per cent of UAE respondents would publicly praise and promote brands that took a stance, and would be more likely to buy from brands that express views they are personally in agreement with. In addition, 47 per cent also said that a brand's stance on an issue enhances their loyalty towards that brand.
A topic that usually comes up when talking about brand image is the use of influencers in marketing campaigns. Earlier this year, under the new Electronic Media Regulations, it became mandatory for all paid influencers to obtain an e-media licence from the National Media Council (NMC), as well as a trade licence if they are not under an agency.
The move was welcomed by many shoppers, who felt concerned about the increasing use of influencers in marketing campaigns. The licence cost varies from emirate to emirate, though most start at Dh15,000 and has to be renewed each year. Those who operate without a licence will have to pay a minimum fine of Dh5,000.
"The aim of the regulations is to enhance competitiveness, increase reliability and support the provision of balanced, responsible and impartial media content that respects the privacy of individuals and protects society's various segments from negative influences," said Dr Rashid Al Nuaimi, NMC executive director of media affairs.
- rohma@khaleejtimes.com