From Brand Identity to Brand Loyalty

Abstract

With the development of society, people's material standard of living is improving continually. In this case, compared with the necessities of life, more and more people have started pursuing some mental issue. When this trend comes to the product market, it is embodied in that customers put more focus on the cultural value. As we can see in today's market, some brands delve the cultural value, which has a positive effect on building brand identity and cultivating brand loyalty. So, how do brands build the brand identity and cultivate brand loyalty by using different marketing strategies? The paper starts with the analysis of the paper about brand identity and brand loyalty. It takes Bandai to analyze its marketing logic, including IP marketing, sentimental marketing, creative marketing, and multi-vision limited marketing. At the same time, these marketing strategies are logical. When a brand has achieved good public praise, applying sentimental marketing is an appropriate choice. After accumulating a certain degree of brand identity, Bandai can choose the opposite way to open the market by creative strategies to catch people's eyes except for fans of IPs. Utilizing co-brand strategies to mix markets, which can enlarge and raise the market of toys. This paper provides a reference for developing other brands through the analysis and research of these brands.