understand and embrace the changes in brand loyalty For some time now, there have been reports suggesting the death of brand loyalty. To borrow from the words of Dylan Thomas, reports of this death are exaggerated. That said, there are changes afoot. US research, has consistently identified high levels of brand loyalty among consumers of […]

understand and embrace the changes in brand loyalty For some time now, there have been reports suggesting the death of brand loyalty. To borrow from the words of Dylan Thomas, reports of this death are exaggerated. That said, there are changes afoot. US research, has consistently identified high levels of brand loyalty among consumers of all ages and backgrounds. One study found that 82% of American consumers are loyal to a product brand. This same research found, however, that 84% of Americans are now loyal to a retail brand. In other words, Americans, like Australians as it happens, are becoming increasingly connected to, and therefore loyal to, retail brands – the brands that tell them which products to buy. This is not surprising given the growth in home brand products being sold by Coles, Woolworths, Myer, David Jones, Amazon and many other retailers. The power is now firmly, and increasingly,…