Branding is perhaps one of the most important areas of all the areas that have a direct influence upon customer loyalty. This is so because the establishment of brand loyalty in a customer towards a particular brand is no less than the customer becoming an advocate for the brand and the affects of this particular genre of customer loyalty is one that does not have only immediate affects but also spans the long-term relationship of the customer with the brand. The development of brand loyalty is imperative to the success of a business as can be seen in the example of Debenhams UK. Debenhams UK supports a large number of varying brands but masters the art of brand management and has therefore seen much progress during its process of evolution.It is widely acknowledged that there are a number of factors that influence the loyalty that a consumer holds towards a brand. For instance, in the case of Debenhams, the study performed in this paper shall reveal how Debenhams masters the areas of the development of brand portfolios, the establishment and adaptation to market inertia and the classification of consumer groups in on the level of industrial markets. Debenhams’s concentration and effort in these areas of the development of customer loyalty is proven by the success that Debenhams has achieved over the years and the continuous research and development exercised in these areas can be witnessed in the fact that it has undergone mergers and acquisitions that would have badly shaken a less stable enterprise. It can be inferred from this analysis that Debenhams has gone through these mergers and acquisitions while keeping in mind the fact that it is the customers who has to be kept in a position where he/she cannot experience the satisfaction of purchasing a brand from Debenhams at any other departmental store or competitor at all.
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