What is brand loyalty

Brand loyalty is the fidelity to a specific brand.

It's not just the purchase of a single product but the user's preference to choose that brand, not others. 

Characteristics and strategies of brand loyalty

When undertaking strategies to increase brand loyalty, one hopes to achieve the result of having customers who become regulars and therefore effectively reject your competitors.

The characteristics of brand loyalty are:

• Acceptance: It is the customer's conscious willingness to choose the brand in question.
• Allegiance: It is true fidelity where the customer not only prefers the brand but also purchases it on a continual basis.

How is brand loyalty calculated?

Undoubtedly, the benchmark is customer satisfaction, the customer satisfaction.

The levels of development of brand loyalty are primarily three:

• The brand recognition: at this stage the user is increasing their loyalty to the brand but still does not disdain purchasing similar products to yours from other brands.
• The brand preference: in this transition phase, the customer leans towards the analyzed brand but, if it is not available, settles for a competitor.
• The brand insistence: at this stage, the customer becomes so attached to the brand that if it is not available, they seek it out or wait for it to become available and avoids buying a competitor's product.

Difference between brand loyalty and brand equity

As is the case with brand awareness and brand reputation, here too, brand equity (the value of the brand) includes, in fact, brand loyalty as a fundamental value for its development.

How to increase your brand loyalty

To increase your own brand loyalty it is important:

• To be unique: have a unique selling proposition that clearly distinguishes you.
• Provide the best possible customer care to follow and pamper the customer through all stages of the purchase and after-sales.
• Build customer loyalty as much as possible with discounts and promotions dedicated to them.
• Meticulously take care of one's image both online (and especially) on social networks.

Increasing brand loyalty is a long and strenuous process but essential for creating a portfolio of truly devoted customers.