The Role of Brand Perception in Building Consumer Loyalty

Every year the number of brands in the market increases. For this reason most of them devote a lot of resources to the issue of building customer loyalty. They develop many loyalty programs that focus on both customer retention and customer acquisition. Moreover, in the formation of consumer loyalty, the aspect of consumer perception of brands is important. In this work, in the theoretical part will considered the main aspects of the concept of “brand”, brand perception and the impact of this perception on the formation of consumer loyalty. In the practical part an analysis of the FMCG brands Pure Line and 100 Beauty Recipes will be carried out. In the practical part a survey analysis will also be carried out aimed at clarifying the influence of perception factors on the formation of consumer loyalty, and determining the consumer perception of the Pure Line and 100 Beauty Recipes brands. Based on the data obtained in the practical part, as well as the theoretical foundations, recommendations will be given on the positioning of the above brands.