Northwestern’s Eric Anderson on Brand Loyalty

Great piece on NPR’s Marketplace last week.  Northwestern marketing professor Eric Anderson spoke with Marketplace host Kai Ryssdal about the impact of the current recession on brand loyalty.  Anderson made some important points about balancing the need to show short-term tactical results with consideration of the long term strategic impact of advertising.  In particular, he recommends investments in building equity by aligning brands with themes that consumers are concerned about (e.g., the environment) rather than focusing on short-term promotional initiatives.  Good advice for those concerned about the long-term health of their brands, as Anderson cites decades of research that shows share loss to private label brands tends to be permanent – a topic that has received a lot of attention recently.

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