What we know about brand loyalty

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

One school of thought is that brands should focus on penetration not loyalty, while others believe it is equally important  and recommend great brand building, positive brand experiences and strong consumer-brand relationships to build and retain it. A strong online presence, the right digital data, customer lifetime value (CLV) modelling and a well-crafted loyalty programme can help brands to do this.


Brand loyalty can be viewed as behavioural and attitudinal.  Behaviourally, it is sticking with a brand at purchase or purchasing it more often than competitors e.g. in FMCG where decisions are more frequent.  It is commonly measured...

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