How important is brand loyalty?

Addresses whether brand loyalty matters, how to best measure it and if the rules of brand loyalty are changing.
  • Observational and experimental evidence shows that brand loyalty exists – perhaps more as affinity than brand love – and that penetration and loyalty work together to grow great brands.
  • Different categories have different, measurable drivers of brand loyalty, but the dominant three drivers across most categories are functional, financial, and service.
  • The rules of loyalty are changing as customer expectations of brand behaviour and purpose evolve – authenticity, community, and transparency are increasingly important drivers of brand loyalty, particularly among millennials.
  • As online commerce continues to evolve, it will be important to consider effects on brand loyalty...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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