BRAND LOYALTY

Brand loyalty in marketing, consists of a consumer’s commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy.

Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints, a lack of viable alternatives, or out of convenience- Such loyalty is referred to as “spurious loyalty”. True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior .This type of loyalty can be a great asset to the firm, customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. “Brand loyalty” is a term used to describe the tendency that consumers have to stick with the products or services bearing brand names they know and trust. Brand loyalty translates to repeat sales, so it’s in the best interest of the company that carries the brand to maintain its reputation and recognize ability in order to maintain profit. Altering the look and feel of a brand can have disastrous consequences for a company, as it runs the risk of alienating brand-loyal consumers who may not recognize or trust the product or service under different packaging.