I have been involved in a number of conversations lately during which declining brand loyalty has been commented on and often, lamented. There certainly seems to be a view that brand loyalty is, at best in decline, and at worst, on its last legs. Reflecting on these conversations, I have found myself musing over three […]

I have been involved in a number of conversations lately during which declining brand loyalty has been commented on and often, lamented. There certainly seems to be a view that brand loyalty is, at best in decline, and at worst, on its last legs. Reflecting on these conversations, I have found myself musing over three questions; Is brand loyalty in decline? If so, why? If so, can this trend be reversed? My answer to the first of these questions is YES. I think brand loyalty is in decline. What is more there is a wealth of research supporting this view. A number of studies have shown that brand loyalty is much lower today than it once was. There is also research suggesting that this decline will accelerate. Indeed, I have been directly involved in research that supports the view that brand loyalty is in decline. This research did not however…