Brand Loyalty

Infidelity is unanimously agreed to be morally wrong by the majority of people, but can such a violation be attributed to brand loyalty? Can someone strictly be a Mac or a PC, or only drink Coke over Pepsi while using their Nikon DSLR to photograph fragments of a shattered Canon Rebel? The short answer is "NO!" for the simple fact that each of these brands offer similar norms and expectations, with a unique approach rivalling its competition. One can easily choose one brand over another based on personal preferences but they're choice may be irreversible down the road.

The USP for a brand determines its identity, but being unfaithful to a brand is more of a hindrance than it is a violation. For example, if I am a PC user and I decide to move to Mac, I now have to repurchase all of the accessories and adapters for Mac exclusive products. This can be a heavy commitment to make, especially with Camera equipment, where lenses cost upwards of thousands of dollars. With this in mind, we can assume that although we have the freedom to choose to switch brands, it would cost an arm and a leg to do so and hence is not worth doing as the various prominent brands offer practically the same product, with small variations.

It comes down to personal preference when choosing brands, however, it also comes down to availability. If I am an avid Coca Cola drinker and I got to a restaurant that only serves Pepsi, I might be inclined to go for the alternative because my immediate association with soft drinks is their overall characteristics, a  dark sugary drink with bite. Cheating on food products is more often committed because they do not require too much investment and one's mood or social atmosphere can alter their buying psychology. I may want to buy Absolut vodka when going to a party, but I might revert to Smirnoff if I want to enjoy a domestic screwdriver. The image that each purveyor creates for its user can be a significant buying motive, and can easily sway our choices.

In conclusion, brand infidelity is possible to the cultists dismay, however some companies purposely make their brand exclusive and fly their banner in the form of a USP, locking customers into a commitment that makes cheating on the brand unfavourable. Exclusivity is the chastity belt for brands allowing them to sink their claws into the consumer.