In marketing, what does 'brand loyalty' mean?

Brand loyalty refers to a consumer's consistent preference for one brand over competing brands. This loyalty is often a result of positive experiences with the brand, a strong emotional connection, or perceived superior value. When consumers exhibit brand loyalty, they are more likely to repurchase from the same brand despite the presence of alternatives, indicating a deep-seated allegiance.

This concept is crucial in marketing as it not only leads to repeated purchases but also enhances customer retention and can result in word-of-mouth promotion. Loyal customers often advocate for the brand, helping to attract new customers. High sales volume, while sometimes a result of brand loyalty, does not define it.

Brand popularity across different markets might suggest a well-known brand but doesn't necessarily imply that consumers will consistently choose it over competitors. Frequent product returns indicate dissatisfaction and a lack of loyalty, which runs counter to the idea of brand loyalty as a measure of positive customer behavior toward a brand.