Camellia Tea Winchester
A Bespoke Ethical & Sustainable Tea Company
@camellia.tea.winchester 🔗
A critical analysis of the neuroscientific thought processes that influence branding loyalty within the consumer mindset. The practical outcome of this project was the creation of the brand ‘Camellia Tea Winchester’, which has been used to simulate the creation of consumer brand loyalty.
The social media campaign for Camellia Tea Winchester, demonstrated how neuroscientific concepts have been applied to brand loyalty, and how the general public or ‘consumers’ interact with their brand of choice.
A key aspect of this project and subsequent social media campaign is the use of neuroscience principles applied to the consumer mindset to determine the level of brand loyalty achieved.
- Cognitive Loyalty (decisions based on logical thought)Â = Customers sharing their views on the branded content.
- Emotive Loyalty (commitment and feelings associated) = Likes and shares showing an expression of interest, love or hate for content.
- Behavioural Loyalty (preference and allegiance over time) = Repeat engagement, followers that continually interact with the content.
