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Fan Wars and Battles: Consumers Who Love or Hate Brands

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Fan Wars and Battles: Consumers Who Love or Hate Brands

 

Soccer wars are often used as material to create conflicts in series, novels, movies and any element of fiction in which you need to create dramatic tension and conflict, but you need to do it in a nice way. Two characters face each other for the team they follow, that creates comic tension, but then everything is resolved because, despite being at odds on football issues, their friendship is more important than all that. Although, of course, when the final fade to black is reached, none of the characters have yielded an iota and all remain in the same positions in which they started, defending their colors with enthusiasm and accepting with some resignation that the other has not changed their way. side. The characters are a clear example of the enthusiastic fans of the brands and the power that they have as promoters of the same. Soccer is a clear example, one that on many occasions has crossed the threshold of the simple brand to enter that of how do i call a number in france and make its consumers feel much more involved than ever with the companies with which they are associated. The team that is followed is often inherited from parents or is associated with very emotional childhood memories, which makes what you feel about it is something that goes far beyond simply interest. In the relationship with these brands there are many more elements and especially many emotional elements.

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But the brands that consumers become fans of not only play such clear sticks, and of which a clear genesis can be established as is the case of football and sports in general, but can be found in many more areas and land. Consumers are fans of technology brands, cars, clothing, perfumes, soluble cocoa or even supermarkets and they defend the values ​​and interests of these brands to the extreme, even going so far as to engage with other consumers in dialectical battles about who is the best in their field and always defending the values ​​of the companies they are defending. The good thing is his brand and the others do not reach the height of his shoes. We love some, we hate others And it is that consumers are surprisingly polarized when it comes to Betting Email List brands. A study by the Boston Consulting Group (BCG) has just reached some interesting conclusions on the matter. The study, which started from an American sample, asked consumers about the brands they loved, to make a ranking of the companies most loved by consumers. As is usual in these cases, Apple (a brand with a powerful fan base, as they are known) positioned itself as the favorite brand of consumers. Your products are considered reliable and of quality, and buyers feel comfortable and secure when buying them. But this was not the only conclusion of the study – and above all it was not the only interesting one when studying the dynamics of relationships between consumers – Apple was not only selected as the most loved brand by consumers, it was also ranked as one of the most hated. The firm does not rank first on the hate list (that ‘honor’ belongs to Walmart), but it does rank third. Consumers who don’t love her consider her secretive, elitist, and arrogant. One of the respondents even noted that they believed their products cost above their value, that the interest it aroused was inflated and that it was “more lights than service.” Brands are a fragile element, the experts concluded, and one in which feelings can be polarized. Getting the love of some consumers does not necessarily mean that you are going to get the love of others. And, as football fans well know, when there is no love, there is always disdain and hatred. Fan wars This context in which love and hate struggle to prevail in terms of relationships between consumers and brands can serve to understand why some companies end up dragged into a fan war, a battle (not pitched, although sometimes there is little left for it ) in which consumers launch themselves to sing their praises (or those of the competition) or to highlight their failures (or those of the competition). The Wars fans affect firms in many sectors, but always rivals. There are the battles between Coca-Cola and Pepsi, Samsung and Apple, Cola-Cao and Nesquik or Burger King or McDonalds. Your fans will always prefer the brand they are a follower of and consider it almost a sin to consume the enemy brand. The positions of these followers, which sometimes have an echo in the corporate world at other levels since many of these brands are also engaged in an almost all-out struggle, is very similar to that of the fans. They do not attend to reasons and often feel an almost irrational adoration for the products of the company in question and that does not admit criticism or complaints. One of the clearest cases is Apple, which achieves queues of followers who are always ready to get hold of its products, even though analysts conclude that they are too expensive, that they are not as good as they hoped, or that they are still slightly improved versions of what they are. the firm had already launched. For his followers they are always great products, Are these brands as addictive as cults , as some expert has begun to point out? Or are fan wars such a valuable asset that brands jump into promoting it in any case? These fans willing to jump into the debate with the competition’s fans are 24/7 evangelists and longtime advocates and publicists of the company. However, and as explained in an analysis in FastCompany , brands should not confuse fans with brand advocates . While advocates – and influencers – see themselves as credible, credible and opinionated people that are valuable and based on facts, fans see themselves as interested and not very objective sources, always ready to sing the praises of their brand. and, therefore, not a very strong presence in terms of opinion (and influence on other consumers).

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