the differences in customer tribes

The loyal customer “tribes” who prefer either Dunkin’ Donuts or Starbucks. The brand features and benefits that appeal to one tribe will generate distaste or even loathing in another. This is true for many competitors sharing other consumer product market categories, from soft drinks (think die-hard Coca Cola vs. Pepsi fans) to cars (Ford vs. Toyota), whether those brand benefits are real or perceived.


The differences in these customer tribes are likely due to their demographic and psychographic characteristics. Write a paper discussing the four major steps in developing a customer value-driven marketing strategy that a brand would need to follow to create its own loyal tribe.

Your paper should be a minimum of one page. You must cite at least one source in the body of your paper and provide a full citation using APA format.

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