Brand loyalty

Brand loyalty relates to the positive sentiment that consumers have towards a brand, which leads them to continually purchase the product or service. When brand loyalty is strong, the consumer may continue to purchase from the brand even in the face of inconvenience or negative experiences. When a customer feels very connected and loyal to a brand, they can more easily forgive understandable issues that arise. Clearly though, a brand that delivers negative experiences frequently will not be able to build brand loyalty. 

Companies often use marketing tools, such as member clubs, to help build and maintain brand loyalty. 

Gen Z brand loyalty is proving a tougher challenge for marketers. Gen Z consumers want authenticity and shared values, and they are more easily prone to switch brands if disappointed. Brands today must focus their efforts on building deep, consistent and authentic connections with Gen Z in order to build trust and assure their brand loyalty.