Create a new customer loyalty program for your brand (TikTok) and discuss its effectiveness of drawing in new and retaining existing customers.

Create a new customer loyalty program for your brand (TikTok) and discuss its effectiveness of drawing in new and retaining existing customers. What features would you include that would incentivize or reward customers when they buy from your brand(TikTok)? What information would you need from customers and how would you protect their privacy? How would you implement and communicate the “6Cs” into this marketing program?

Discuss and reference concepts taken from the assigned textbook reading and relevant research. You must include a minimum of three credible, academic or professional references. Review the grading rubric to see how you will be graded for this assignment.

Required Readings
Chapters 5 & 6 in Strategic Brand Management
Anand, S. (2020). Digital integrated marketing communication (DIMC) and it’s logical relationship with co-branding and brand values with reference to Coke Studio. Academy of Marketing Studies Journal, 24(1), 1–21.
Desai, A., & Shah, J. (2019). Integrated marketing communication then and today – A challenge or an opportunity? Journal of Marketing Vistas, 9(1), 2-12.
Liu, J., & Ansari, A. (2020). Understanding consumer dynamic decision making under competing loyalty programs. Journal of Marketing Research, 57(3), https://doi.org/10.1177/0022243720911894

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