Effects of existing brand loyalty on new product development in the high tech product market: A case study on Asus Nexus 7 tablet pc

Computer usage rate is rapidly increasing all around the world and vendors also facing difficulty with catching the market because of its very dynamic structure. Being successful, as all marketers say, going through the creating a strong brand loyalty and faithful customers. However, in such an energetic industry, no one can promise about success of the new product launch in high tech product market even if there is an existing brand loyalty. This paper targets to examine the correlation between existing brand loyalty and the success of the new product launch. In order to look in depth to brand loyalty concept, literature survey was conducted by using many valuable sources. The research data about computer industry was gathered from various origins such as research corporations, surveys, industry experts, and one of the most significant vendors in computer industry in Turkey, Asus. Due to relevance of the work subject, a case study on Asus Nexus 7 Tablet launch in Turkey was analyzed and results were resolved. As a brief summary, existing brand loyalty affects the success of the new product launch, but its contribution depends on the efforts that how much marketing has done for new product itself.