Brand Loyalty

The American Marketing Association defines brand loyalty as:

  1. "The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category" (sales promotion definition).
  2. "The degree to which a consumer consistently purchases the same brand within a product class" (consumer behavior definition).

In a survey of nearly 200 senior marketing managers, 69 percent responded that they found the "loyalty" metric very useful.


Read more about Brand Loyalty:  Purpose, Construction, Cautions

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... Money can be invested in brand building (through advertising and other forms of promotion) to increase either quantity demanded or the price consumers are willing to pay for a ... for example, spends a great deal of money both on perfecting its formula and on promoting the brand ... charge more for its product than can makers of regional and smaller brands ...
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... The first is that those who are clear brand leaders are especially well placed in relation to their competitors and should want to further the inertia ... are a small price to pay for the long term profits which brand leaders usually enjoy ...
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... a phone or a laptop." –Alex Riley, writing for the BBC Apple's brand's loyalty is considered unusual for any product ... Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon" ...
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... with many of the recipients of the shoes being loyal to the brand for the rest of their lives ... Allen Edmonds are an expensive brand of shoes that men typically wear for a very long time and repair rather than replace ...

Famous quotes containing the words loyalty and/or brand:

    As we try to change, we will discover within us a fierce struggle between our loyalty to that battle-scarred victim of his own childhood, our father, and the father we want to be. We must meet our childhood father at close range: get to know him, learn to forgive him, and somehow, go beyond him.
    Augustus Y. Napier (20th century)

    I, in my brand new body,
    which was not a woman’s yet,
    told the stars my questions
    and thought God could really see
    the heat and the painted light,
    elbows, knees, dreams, goodnight.
    Anne Sexton (1928–1974)