Tracey Weston's List: Technical Definition- Brand Loyalty

Brand loyalty ... is the degree to which a consumer repeatedly purchases a brand. Brand loyalty is when the consumer is reluctant to switch from buying and consuming the product/ brand from which they are accustomed too. Many factors influence brand loyalty such as: family and peer pressure, consumer attitudes and friendship with the salesperson. Brand loyalty is stronger with established products versus a new product.

Emotional brand loyalty is the highest achievement for marketers. Consumers who are emotional attached to a brand are more reluctant to switch brands and try the new product. Consumers are more likely to refer/ recommend a brand that they are emotional attacthed with. Consumers think about brand relationships as they do human relationship. Once the consumer becomes attached to a particular brand/product, they are more likely to remain faithful to the product and less likely to try something new.

Brand loyalty is the consumers conscious or unconscious decision, expressed through behavior or intention to repurchase a brand continually. The consumer believes that the product / brand offers the right image, features or level of quality at the right price. A brand /product needs more than an identity - it needs personality. A brand/ product with no personality can easily be passed right over. Branding is by far the most important factor influencing a products success or failure. The brand is not just a representation of the company's product, it is a symbol of the company itself.

A brand name portrays the positioning of a firm in relation to its competitors- but also the personality of the firm in the minds of consumers. Consumers brains respond easily to well-recognized brands. A strong brand has higher expectations to be met. Expectations are based on past or prior buying experience, brand associations, the firms promotional policy, individual beliefs in the firm, word of mouth and most importantly in todays economy - price. Brand loyalty is a direct result of customer satisfaction. Consumers will commit to a preferred brand based on favorable attitudes rather than on price preferences. Once a consumer becomes accustomed to a particular brand/ product and develops faith in the product - they are less likely to try a new brand!