Six routes to brand loyalty
Jim PriorLambie Nairn
Brand loyalty is an outcome of building a strong brand. There are six core principles to consider when striving to achieve this.
Brand loyalty uncovered
This article is part of a collection of pieces on brand loyalty. Read more.
Brand loyalty is an outcome, not a conscious consideration that people make when presented with a choice. It is a useful term to describe patterns in purchasing behaviours or attitudes in retrospect, but I would argue that in shaping and executing a strategy for a brand, loyalty is a superfluous...