There is a growing myth, based on intuition, that consumers are less brand loyal than they once were. Research has found, however, that consumers are as brand loyal as ever, with one study suggesting that 62% are brand loyal. Depending on the product category, this figure has been found to be as high as 92%. […]

There is a growing myth, based on intuition, that consumers are less brand loyal than they once were. Research has found, however, that consumers are as brand loyal as ever, with one study suggesting that 62% are brand loyal. Depending on the product category, this figure has been found to be as high as 92%. Another study found that 81% of consumers own a loyalty card. Contrary to popular belief, brand loyalty is alive and well – but it is changing. Market Professor at the University of New York, Scott Galloway suggests that brand loyalty can be characterised as follows: With luxury goods, brand loyalty is as strong as ever and may even increase in the years aheadWith commodities, brand loyalty is diminishing due largely to a lack of brand differentiation which makes loyalty more problematicThere is a definite trend away from product loyalty to vendor loyalty. That is, consumers…