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The Importance of Brand Loyalty
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The Importance of Brand Loyalty
The term brand loyalty is used to describe customers’ love of a certain brand and the
customers' dedication to make a repeat purchase of certain brands or products or services related
to the brand (Lazarevic, 2012). Business organizations have a variety of goals when marketing
their brands. One such goal is building brand loyalty among their customers (Leckie, Nyadzayo,
& Johnson, 2016). Brand loyalty promises firms future market for their products as loyal
customers are more likely to make repeat purchases. Frederick Reichheld is one of the leading
experts on the topic of brand loyalty. Reichheld has been studying and writing about the topic for
decades. Reichheld (2003) observes that the formation of intensely loyal relationships with
customers helps grow business enterprises. Despite Reichheld’s emphasis on the importance of
loyalty, there are questions regarding the value of brand loyalty today. There are concerns as to
whether brand loyalty is dead. Brand loyalty is not dead and is of great importance to businesses
and customers today.
Reasons Why Brand Loyalty is not dead
One reason why brand loyalty is far from dead and is unlikely to ever die is that business
enterprises endeavor to ensure that their customers make repeat purchases. Businesses aim to
please their customers to ensure that they continue to buy their products or services. Firms
endeavor to please their customers through carefully investigating customer needs and
preferences and designing products and services to suit the needs and customers (Reichheld,
