What Is Brand Loyalty?

Key takeaways

Brand loyalty is the process of customers routinely purchasing from your business because they have come to trust you and your product.

• Eighty-eight percent of consumers report that they find brand trust equally as important as price and quality [1].

• Cultivating brand loyalty may result in higher customer retention and equate to making more sales.

• You can build brand loyalty by offering excellent customer service and understanding your consumers’ needs.

Explore what brand loyalty is and its significance in marketing. Afterward, consider enrolling in the Google Digital Marketing and E-commerce Professional Certificate. You’ll have the opportunity to learn the fundamentals of digital marketing and e-commerce to gain the skills needed to land an entry-level job. Upon completion in as little as six months, add this shareable credential to your resume or LinkedIn profile.

What is brand loyalty?

Brand loyalty occurs when customers prefer to buy a specific brand of item without considering if better items are available. It’s driven by positive associations with the brand, product enjoyment, reasonable pricing, and emotional satisfaction with each purchase.

Why is brand loyalty important?

Brand loyalty is essential for increasing sales, retaining customers, and justifying premium pricing. According to the 2025 Edelman Trust Barometer Special Report, 88 percent of consumers indicated that trust in brands is just as valuable to them as price and quality [1].

The benefits of cultivating brand loyalty are:

• Retaining customers: While other brands in your market may offer promotional deals and other marketing tactics, your loyal customers are more likely to resist those approaches and commit to purchasing your product.

• Making more sales: Increased sales can lead to more opportunities and new loyal clients. This makes brand loyalty a long-term investment for your company.

• Allowing premium pricing: Loyal customers are less likely to pay attention to price fluctuations and premium pricing.

Read more: Marketing Careers: 6 Areas to Explore

What are some brand loyalty examples?

One example of brand loyalty is Starbucks, which uses gamification in its app to create a more engaging customer experience. Another is Sephora, which rewards customers using ascending tiers of points that provide access to luxury products.

How to build brand loyalty

Brand loyalty can compound over time and can make a big difference in your profitability over the course of the customer’s entire relationship with your brand. Here are some tips for increasing brand loyalty:

• Understand what your customers need and offer them a great product

• Be clear on what you offer and follow through on your promises

• Keep your products available and accessible for customers to find

• Get caught supporting your brand’s values

• Offer a range of products to meet customers’ individual needs

Related terms 

• Brand strategy

• Target market

• Brand management

• Jobs to be done

No-fluff help for when you’re stuck

For industry tips and trends, subscribe to our weekly LinkedIn newsletter, Career Chat. Then, explore free, digital resources to optimize your growth:

• Watch on YouTube: How to Pivot Your Digital Marketing Skills to ANY Industry (4-Step Framework)

• Take a quiz: Career Test: What Career is Right for Me Quiz?

• Expand your vocabulary: Digital Marketing Terms Every Marketer Should Know

With Coursera Plus, you can learn and earn credentials at your own pace from over 350 leading companies and universities. With a monthly or annual subscription, you’ll gain access to over 10,000 programs—just check the course page to confirm your selection is included.