One school of thought is that brands should focus on penetration not loyalty, while others believe it is equally important – and recommend great brand building, positive brand experiences and strong consumer-brand relationships to build and retain it. A strong online presence, the right digital data, customer lifetime value (CLV) modelling and a well-crafted loyalty programme can help brands to do this.
Definition
Brand loyalty can be viewed as behavioural and attitudinal. Behaviourally, it is sticking with a brand at purchase or purchasing it more often than competitors e.g. in FMCG where decisions are more frequent. It is commonly measured...