Brand loyalty

Brand loyalty is buyers' tendency to return to the same brand on repeat purchases. The romantic picture is the fan who never leaves; the empirical picture is more sober. Most buyers are polygamously loyal: they choose from a small steady repertoire of brands and switch within it effortlessly. Loyalty metrics also largely track market share, as the double jeopardy law shows. That makes loyalty more an outcome than a strategy: build penetration and availability, and the corresponding loyalty largely comes with it. Loyalty programmes therefore rarely change buying behaviour fundamentally, though they can deliver data and margin.

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