Brand loyalty is a metric associated with brand perception in marketing. Brand perception refers to how prospective and current customers react to seeing or hearing about a company’s products or brands and how the company is perceived within the market.
Brand loyalty is reflected by how many customers purchase a brand repeatedly. It indicates the commitment that customers have towards a brand irrespective of the price offered by competitors of similar products and is the basis of a strong relationship between the brand and its customers. The underlying metrics for brand loyalty may be the percentage of repeat customers out of total customers, the frequency of repeat purchases, and the degree to which other brands are also purchased along with the brand under consideration. A high degree of purchase of other brands reveals a low brand loyalty for the brand under consideration. Another way to measure brand loyalty is to examine customer response to situations where a product variant is unavailable. If customers are loyal to a brand, they will either wait until the product becomes available or buy another product variant of the same brand.
Let’s illustrate the idea with some example. Some retail chains use payback / loyalty card to measure brand loyalty by frequency of a customer’s repeat purchase of products from their stores. As part of the loyalty program, these retail companies incentivize the loyal customers by offering cashbacks, payback points and other personalized discounts over and above the listed discounts. Some luxury car manufacturers have strong brand loyal customers who are ready to pay a premium price for a luxury car due to its perceived uniqueness and status. These set of customers are so brand loyal that they book their vehicles well in advance and are willing to wait several months for their order to be fulfilled and they will not accept substitutes.
To learn more about other brand perception metrics, refer Marketing Strategy, the first book of the SMstudy® Guide.