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...

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