What Brand Loyalty Can Tell Us

Andrew Ehrenberg
London's South Bank University

Brand loyalty provides some constraints for marketing communications as well as some opportunities.

In this article I will briefly outline the following:

  1. What loyalty measures measure (mainly established habits)

  2. How loyalty to different brands differs (mainly very little)

  3. Whom to target and what to say (mostly to remind occasional users that the brand exists).

A few technicalities seem unavoidable. But two broad conclusions for marketing communications are that strong persuasion not essential, and that one can therefore aim at high media reach before high frequency.