Today I read a blog post on “A Marketing Blog by Marketing Journal”,which was about how to build a company’s brand. basically the article is saying, to build our brand, we need to “get more customers or buyers”, rather than “get existing customers to increase their purchase frequency i.e. buy more from you or by increasing customer loyalty”（http://marketingjournal.blogspot.com/）. I agree that this opinion has sort of long-turn view that we shouldn’t just keep our eyes on our existing customers. but they are saying, creating new customer sources is more important even though these customers are one-time buyers, who just occationally buy our products and might not purchase it again. I have a little doubt on this point. If we fail to convey our brand to these customers. what’s the point of branding and differentiation at all? They don’t even care if we have a brand or not, they just buy our products for once anyway. Thus, I still think we should put more budget on entrenching loyalty to our existing customers, and base on this base market share, we gradually increase our market share by the word-of mouth from these customers, and of course, our differntiation as well. Personally I think the market share created in this way will be more solid and sturdy than looking for random occational sales.
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