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Brand Loyalty

Nancy Giddens, Agricultural Extension Value Added Marketing Specialist, Missouri Value-added Development Center, University of Missouri; and Amanda Hofmann, Student Research Assistant

Brand loyalty is the ultimate goal a company sets for a branded product. In previous articles, the definition and importance of branded were discussed, as well as necessary steps needed to brand a product. This article focuses on brand loyalty, its importance to a company, and steps necessary to convert to and maintain brand loyalty.

What is Brand Loyalty?

Brand loyalty is a consumer’s preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, images, or level of quality at the right price. This perception becomes the foundation for a new buying habit. Basically, consumers initially will make a trial purchase of the brand and, after satisfaction, tend to form