From the editor: Developing loyalty

Colin Grimshaw

In this article, editor of Admap, Colin Grimshaw, introduces the topic for September - Brand Loyalty - looking at examples from Apple to Porsche, and what drives loyalty in China and India.

From the editor: Developing loyalty

Colin Grimshaw

The global economy is again looking shaky. The Federal Reserve has warned of a slowing US recovery from recession, while in Britain, Chancellor George Osborne has deemed it a “choppy” recovery.

The uncertainty, with fears of more job losses to come, is reflected in consumer caution – the world's largest retailer, Walmart, has seen sales in its US home market fall for five successive quarters; even heavy discounting is failing to entice shoppers to spend more.

In such straitened times, brands depend heavily on loyalty to maintain market share, but consumers' loyalty to...

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