Brand Loyalty is Brand growth — Amati and Associates

Brand loyalty is the positive association customers attach to a particular brand, whereby the brand has a higher than usual share of the basket. Customers who demonstrate brand loyalty are not to the product, yet they are more likely to repeat purchases even in a highly competitive environment. Of course, some consumers are with specific brands. Still, they do not necessarily represent the so-called brand loyalists: think of the difference between loyal Coca-cola consumers and Coca-cola Brand memorabilia collectors. Building brand loyalism is much more about the first group than the latter.

How Brand Loyalty Works

Loyal customers are the ones who buy the same brand with a certain degree of disregard for price or convenience. But loyalty to a brand is often demonstrated in subtle choices: like a natural preference for one delivery app, airline, or retailer. Companies use many tactics to create and retain brand loyalty by focusing on so-called loyalty programs, but this post is not about that.

Brand loyalty: why is it important?

Brand loyalty happens when consumers resonate with the brand, and the brand is salient in their memory. Brand loyalists are more likely to have deeper and stronger bonds to their preferred brands by making them the…