What is Brand loyalty
                     MIT School of Distance 
Education
What is Brand Loyalty
What is Brand Loyalty ? 
• Brand loyalty is a consistent consumer behavior 
characterized by a strong commitment to a 
particular brand or product, leading to repeated 
purchases. 
• It involves an emotional connection, as consumers 
make the decision to buy the same brand 
repeatedly due to their belief that it consistently 
fulfills their expectations.
• This loyalty is rooted in the perception that the 
brand possesses qualities that align with the 
consumer's needs and establishes a personal 
connection. 
• In essence, brand loyalty reflects a consumer's 
ongoing dedication to a specific brand based on 
positive experiences and a sense of identification.
Types of Brand Loyalty 
  Consumers engage with products and often form a mental perception or image associated with 
those products. 
  Different types of Brand loyalty are as follows –
  1) Hard-core loyals - They are customers characterized by their consistent and repetitive 
purchasing behavior, demonstrating a strong commitment to a particular brand. These individuals 
not only make repeated purchases of the same brand but also actively promote and support the 
brand as staunch advocates. In simpler terms, hard-core loyals are devoted customers who 
consistently choose and enthusiastically endorse a specific brand.
  2) Split loyals – They represent a form of brand loyalty where customers exhibit a distinct 
preference for a few select companies or brands, showing strong allegiance to two or three 
choices. In other words, these consumers display loyalty by consistently favoring and sticking with 
a limited number of brands, showcasing a clear and deliberate preference for specific companies 
over others.
Types of Brand Loyalty
3) Shifting loyals – They are customers characterized by their tendency to frequently switch 
from one brand to another. In simpler terms, these consumers do not exhibit a consistent 
preference for a particular brand; instead, they are inclined to change their choices and try 
different brands over time. Shifting loyals are characterized by their lack of long-term 
commitment to a specific brand, as they explore and experiment with various options in the 
market.
4) Switchers – They represent a form of consumer behavior where customers do not exhibit 
loyalty to any specific brand. Instead, they prioritize factors such as affordability, quality, or 
effectiveness, irrespective of the brand or company. In simpler terms, switchers are 
consumers who make purchasing decisions based on immediate needs or preferences 
without being committed to a particular brand. Their choices are driven by seeking the best 
value, performance, or price, without a strong allegiance to any specific brand.
Brand Loyalty Factors
Brand loyalty can be solely Providing high-quality products 
influenced by customer ensures satisfied customers, fostering Product 
psychology, leading to situations brand loyalty in the process.Quality
where excellent products lack 
loyal customers, and subpar 
products garner a following. Customer Brand 
Psychology Image
A brand that is customer-friendly 
Brand and maintains a consistent positive 
Loyalty image builds loyalty among 
Customer loyalty is built when Factors customers.
good products are readily 
available when needed, and 
excellent after-sales service Availability Perceived 
enhances a positive perception. and service value
Customers become loyal to a brand when 
they believe the value they receive is 
worth the price paid. Companies can 
Switching enhance this value perception through 
cost loyalty discounts or programs.
Customers may switch brands if a more 
affordable option with comparable quality is 
available; therefore, pricing is a crucial 
factor in brand loyalty.
Advantages of Brand Loyalty 
Brand loyalty offers several advantages for both businesses and consumers. Here are some key 
advantages:
      1) Repeat Business:
  Brand loyal customers are more likely to make repeat purchases. This consistent patronage 
provides a stable and predictable revenue stream for businesses.
  2) Customer Retention:
  Building brand loyalty helps retain existing customers. Loyal customers are less likely to switch to 
competing brands, reducing customer churn.
  3) Word-of-Mouth Marketing:
  Loyal customers often become brand advocates, recommending the brand to friends, family, and 
colleagues. This word-of-mouth marketing can contribute to acquiring new customers.
  4) Long-Term Business Success:
  Establishing brand loyalty contributes to the long-term success and sustainability of a business. 
Loyal customers provide a foundation for growth and prosperity over time.
Advantages of Brand Loyalty 
  5) Cost Efficiency:
  Brand loyalty reduces the need for extensive marketing efforts and promotions to attract 
new customers.
  6) Brand Stability:
  Brand loyalty contributes to the stability and resilience of a brand, especially during 
market fluctuations. Loyal customers may remain loyal even in the face of competitive 
challenges.
   7) Emotional Connection:
  Brands that successfully build loyalty often create emotional connections with their 
customers. This emotional bond can deepen the customer-brand relationship.
  8) Competitive Advantage:
  In competitive markets, having a base of loyal customers can be a significant 
advantage. It creates a barrier for competitors trying to attract the same customer base.
Example of Brand Loyalty - Apple
Apple stands out as a brand with incredibly loyal customers. According to 
a Morgan Stanley survey, 92% of iPhone users express a strong 
likelihood of upgrading to another iPhone in the next 12 months. 
Apple's success lies in its emphasis on customer convenience and a 
premium image. Rather than focusing solely on technical specifications, 
Apple communicates the benefits that customers value. 
The company strategically combines these benefits with a unique 
operating system (iOS), premium marketing, and pricing strategies, 
creating appeal among urban high earners who appreciate standing out 
from the crowd of Android users.
Learn Brand Loyalty - PGDM in Marketing Management
A marketing manager is responsible for overseeing the promotion of a company's offerings, 
aiming to strategically advertise products or services. The primary objective is to draw in 
customers and improve the overall perception of the business within the market.
The PGDM Marketing Management course aims to empower students with the expertise and 
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
With Post Graduate Diploma in Marketing Management course learn Communication Skills, 
Strategic Thinking, Market Research Skills, Leadership Skills, Customer Focus etc.
Why MITSDE ?
• Develop analytical skills to forecast market movement, competitor strategies 
and growth rate
• Learn Marketing Information System tools for effective CRM, implementation 
of marketing strategies and perfect the marketing mix
• Evaluate and strategize according to the ethical and environmental scenario
• Apply knowledge of concepts and tools to develop creative marketing 
strategies and overcome challenges
• Learn the tools and techniques of Digital Marketing
Potential Careers Opportunities
A full-fledged course in marketing shall prepare you to take up challenging 
roles namely:
  1) Advertising Manager   5) Digital Marketing Manager
  2) Advertising Art Director   6) Public Relations Manager
  3) Market Research Manager   7) Business Development Manager
  4) Marketing Manager   8) Brand Manager
About US
 MIT School of Distance Education is one of the largest distance learning center in India. We 
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