Brand loyalty matrix

DDB, Laurens Sloot, Ed Peelen and Jan Bunt

In the brand loyalty matrix, the users of a brand are segmented according to both their brand commitment and their brand-buying loyalty.

Brand loyalty matrix

DDB, Laurens Sloot, Ed Peelen & Jan Bunt

In the brand loyalty matrix, the users of a brand are segmented according to both their brand commitment and their brand-buying loyalty. Five segments are distinguished:

  1. Switchers/Indifferents ('Acquaintances'): Use a jumble of different brands (two or three times more brands than the other groups). They are price-sensitive, highly focused on others, and buy different brands for special situations.

  2. Habitual buyers ('Friends'):Usually form the largest segment. They do not see much difference between the brands and have relatively low involvement with the...

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