The last reason for a rise in brand loyalty is the presentation of a positive brand climate. Focus group participants see some brands a different and worth paying more for. In recent years the share of people who have just one favorite brand in such categories as toothpaste, deodorant, and moisturizers has shown double digit increases. Two-thirds say the most important element of a brand is good value, not lower price. Consumers in focus groups claim they respond to brands that present a positive image and build a connection or relationship.
Consumers notice the steps a brand takes to add value.
One example of a brand that demonstrates consumer loyalty is Diet Coke. Diet Coke plans to offer book samples in 12 and 24 packs. Their research showed that Diet Coke drinkers buy seven or more books per year. Teaming up with several publishers to place an excerpt of a book gives consumers added value from Diet Coke. For marketers to develop the same type of concepts, several things have to be done.