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Brand loyalty

Brand loyalty can be viewed as behavioural and attitudinal. Behaviourally, it is repeat purchasing (percentage of repeat purchasers) or purchasing it more often than competitors (percentage share of customer category requirements). Attitudinally, it is brand preference versus competitors, measured by evaluating the depth of brand-customer relationships. Loyalty strategies typically focus on retaining existing customers and convincing them to purchase more frequently. Brand loyalty has become a controversial topic, with some arguing it does not truly exist.

Key Reading

Important papers from across the Warc database

Giles Hedger argues that, instead of addressing 'brand loyalty' as a separate marketing objective, loyalty should be considered the natural consequence of good brand building. The paper also discusses the two types of loyalty – that based on unalterable facts, and that based on personal choice.
Building long-term loyalty in a world that has often relied on short-term rewards.
Byron Sharp and Kate Newstead on what marketers are getting wrong about loyalty.
Ten CRM issues that need to be tackled by marketers, from data integration to customer centricity.
Practical advice for developing loyalty programs, with examples from Safeway, Koreger and Dunkin' Brands.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Case Study

This case study explains how internet and technology company Google used a live reading event broadcast online to build a connection with Russian culture and people.

Case Study

This case study explains how sports brand adidas deepened engagement and brand loyalty among young, male football enthusiasts aged 14-25 in Moscow, Russia.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.
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This event report discusses how personal data is a complicated and important topic for the future, if marketers can grapple with upcoming issues.


This event report explains how OCBC Group, the second largest financial group in South East Asia, strove to improve its customer service by identifying pain points and using empathy and design to create a painless experience.


This event report details how artificial intelligence tools can be used to process vast amounts of data in seconds, help brands better serve their customers, and free up marketers' time.


This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.


This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.


This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.


This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.
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  1. Article

    This article relates the findings of two new studies that show penetration to not be the dominant driver of brand growth, and that relationship equity creates the difference in market success.

  2. Article

    This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

  3. Article

    This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.

  4. Article

    This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

  5. Article

    This article discusses various approaches used by marketers to understand what consumers want.

  6. Article

    This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.

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