I am currently taking a marketing class and was assigned to talk about a brand I am "loyal to," so I chose the Elder Scrolls Franchise. Here is what I wrote for my assignment.


• Give an example of a brand you have "a feeling of attachment to" (our textbook's definition of loyalty).
I was introduced to the Elder Scrolls Franchise almost 18 years ago. It was one of the first video games I ever got truly lost in, and since that time, I have purchased and played almost every game they have released in the series. There are a few mobile games released after The Elder Scrolls 3 Morrowind (which was my introduction into the series) that I did not get because I did not even know the platforms they were released on existed until long after support for the product went away. I almost entirely stopped watching TV and other similar services because why watch TV when I can play Elder Scrolls. It was not until the Marvel Cinematic Universe came out bringing some much loved characters from my childhood delve into comic books to life, that I started to get into movies on any sort of regular basis again.
• Why do you have this feeling of attachment toward the brand?
For me, the Elder Scrolls games represent a world I have grown to love, with a story that never fails to suck me in. The games are built in such a way that I can immerse myself as deep as I want into the world or just mindlessly run around exploring the world and completing quests. There is enough depth to the world that I doubt I could ever fully explore it, and that to me is an appealing concept.
I love the balance of story and open world they put into the Elder Scrolls games, giving me an option to play how I want to play, and let my character come to life. My wife even has her personal favorite among my Elder Scrolls characters. And for me, my characters each develop their own personality and even sometimes a background story, that only serves to draw me into the world even more.
• Considering the factors involved in determining Customer Lifetime Value (CLV) do you think you are a profitable customer for that brand? Consider not only the five factors listed but also additional factors such as brand advocacy.
I first purchased Elder Scrolls 3 Morrowind on the Xbox, then for the PC, and then got all of its expansions. From there, I purchased Elder Scrolls 4 Oblivion and all of its subsequent expansions, and then Elder Scrolls 5 Skyrim and each of its expansions. From there, I stepped away from gaming for a time because of not having a computer that could run them, and when I finally got a new computer a few years later, I purchased the Elder Scrolls Anthology containing Elder Scrolls 1 through 5 and each of their expansions. Currently I am playing the Elder Scrolls Online and have purchased each of the collector’s editions that have been released and every expansion to the game.
For brand advocacy, if I am engaged in a conversation about gaming or other entertainment, it is almost a guarantee that something about the Elder Scrolls will come up, generally in passing, but it does come up. On social media, after learning that me liking posts can make it show up to more people, I started to try to like every official Elder Scrolls post I ran across and an Elder Scrolls Facebook fan group is one of the most frequent pages I visit on social media. So, yes, I feel that I am a profitable customer for the makers of the Elder Scrolls and will likely be a profitable customer for a long time to come.