What is Brand Loyalty?

Brand loyalty refers to a mental state in which consumers are committed to re-purchasing a branded product in a future occasion (Oliver, 1999).


Simon Sinek offers a great explanation of what loyalty actually is: "There is a big difference between repeat business and loyalty. Repeat business is when people do business with you multiple times. Loyalty is when people are willing to turn down a better product or a better price to continue doing business with you. Loyal customers often don't even bother to research the competition or entertain other options. Loyalty is not easily won" (Sinek 2009, p. 30 et seq.).


Oliver, R.L. (1999) Whence consumer loyalty? Journal of Marketing 63(4): 33–44.

Sinek, S. (2009) Start with Why: How great Leaders inspire everyone to take Action, Penguin: New York.