Brand loyalty is the tendency of consumers to continuously purchase one brand's products over another • Customers trust the brand which filters to the products produced by the brand or distributed under the brand name. • It is derived from customer satisfaction and brand consistency which results in the all-important trust.
Brand Consistency • Consistency of brand positioning is very important in building brand loyalty • Brands and Pricing • Low price does not result in loyalty and, in fact, brand loyalty enables companies to attain a higher price for their products than competitors.
Loyalty is often Misunderstood • loyalty was stronger than just product features. • Trust and Loyalty • Trust is significantly important in building loyalty; • Protecting a Brand Image • Protecting the image of the brand is essential to the value of brands • A brand image is often destroyed through brand dilution.
Brand loyalty is of extreme value to organizations and leads to increased demand and higher profits.
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