Brand Loyalty: Definition, Functions & Levels of Brand Loyalty

Levels of Brand Loyalty – Hi, Sinaumed’s, this time we will discuss about brand loyalty . Is that brand loyalty ? Brand loyalty is often referred to as brand loyalty. This means a concept that describes the loyal attitude of consumers towards a particular brand so that it benefits the company. Brand loyalty is important in the world of marketing . Surely those who have been in business are no stranger to discussions related to brand loyalty . This is due to a brandcan show the commitment of consumers to buy a product. For example, several brands such as Louis Vuitton, Burberry, Dior, and others that tie the hearts of the upper middle class. Wow, that’s cool, now for more details, let’s see the explanation below!

Definition of Brand Loyalty

Brand loyalty is taken from English. Brand means brand, while loyalty means loyalty. In language, brand loyalty means loyalty to a particular brand or brand.

In terms, many brand loyalty is defined by experts in the field of marketing and branding . David Allen Aaker defines brand loyalty as a measure that describes the bond between a customer and a brand. This professor in the field of marketing and brand strategy stated, the size of this bond can predict the possibility of whether a customer switches to another brand or not when a competitor offers changes, such as price, for example.

Loyal customers will not switch to other brands easily. Whatever happens, it has to be the brand. Using a certain brand that they like is a fixed price for them.

On the other hand, John C Mowen and Michael Minor define brand loyalty as the level that describes a customer’s positive attitude towards a brand , builds commitment, and has a tendency to buy again in the future. The researchers in the field of consumer behavior concluded this after taking two approaches, namely behavioral and attitudinal .

The behavioral approach can be seen from the behavior of customers who purchase products repeatedly without involving feelings in them. While the attitudinal approach can be seen from repeated purchases because of feelings of liking for the brand.

Thus, brand loyalty can be defined as a pattern of behavior that is owned by consumers after purchasing a brand with a particular brand. Behavior shown by consumers tends to display a willingness to buy the product again. The strength of the relationship between consumer relative attitudes and repeat purchases can be used as a parameter to measure the level of brand loyalty .

Loyal customers will generally continue to purchase products with certain brands even though there are many lures offered by other brands . Starting from more affordable prices, more attractive packaging, better taste, and more. If many customers fall into this category, then the brand has a strong brand equity .

Brand Loyalty Levels

1. Switcher or Price Buyer

This level is the most basic level of the five existing levels. Consumers who are at this level are not the main target of your product. This type of consumer is not a loyal buyer, they even tend to be disloyal because they are ready to switch to another brand when there is a more attractive offer.

Your brand has no significant effect on consumers at this level. What they are after is not a brand . What they are after is a brand that provides the greatest benefit to them, one example is a product that offers the most competitive price.

2. Habitual Buyers

Buyers who are at this level of brand loyalty buy your product or brand based on habit. They buy your brand because they are satisfied or at least not disappointed by your products and services in previous purchases. As long as nothing is fatal, this type of consumer will remain loyal to the brand you are building.

See also  difference between not for profit and nonprofit

This is not without reason. Switching to another brand certainly requires a greater effort . If they want to switch to another brand , at least they have to make quality observations, review from other consumers, do calculations, to build trust in brands that are not yet known.

3. Satisfied Buyers

Buyers at this level actually include consumers who are loyal to your product. They are satisfied with what you provide. However, the possibility to switch to another brand is still open, even though the possibility is not big.

In addition, buyers at this level may think that switching to another brand is actually detrimental to them. If they decide to switch to another brand , at least they will need switching costs or switching costs in the form of money, time, effort, performance risk, and trust that has been built. Of course this is not a cheap consequence.

This phenomenon is well aware of by competitors. Competitors usually bear the switching costs by providing the lure of enormous benefits to satisfied buyers . They consider these costs as compensation costs that must be paid so that buyers want to try the products they launch.

4. Liking the Brand

The next level in brand loyalty is liking the brand or liking the brand . Buyers at this level are preferred consumers who really like your brand . At this level, consumers already have a strong emotional bond with your brand .

Consumer preferences can be based on the associations formed, for example experience in using the brand , quality that meets expectations, and symbols. Even so, the feeling of liking is difficult to identify specifically because this feeling is the result of an accumulation of various causes. Consumers at this level can be said to have become friends with your brand .

5. Committed Buyers

Buyers who are at this level of brand loyalty are the most loyal buyers. By using products that use your brand , buyers at this level grow a sense of pride. Not only that, they choose your brand as proof of their identity.

The existence of your brand becomes important in their lives. Therefore, buyers at this level have very strong trust in your brand . Competitors are of course very difficult to attract committed buyers to want to switch to their brand .

Their loyalty is not enough until loyalty. With pleasure, they will recommend your brand to people in their circle . Telling about your brand is a pride so they will do it with pleasure.

Brand Loyalty function

Brand loyalty can be a strategic asset in benefiting a company. However, brand loyalty must be managed properly if you want to achieve this profit point. Following are some of the functions of brand loyalty so that it can become a strategic asset for a company:

1. Reduced Marketing Cost (reduction of marketing costs)

Brand loyalty can help a business in reducing marketing costs. This is because customers stick with the product, rather than looking for new customers. The characteristic of reducing marketing costs is that there are customers who buy a product because it is cheap.

2. Trade Leverage (increased sales)

If a product’s brand loyalty increases, sales will also increase. Buyers will tend to buy a product because of habits and beliefs. This is what is expensive from a brand, namely the confidence of buyers to continue to repeat a product from the same brand.

3. Attracting New Customers (attracting new customers)

Many customers who believe and are satisfied with a brand can invite other new customers. Usually these consumers will start recommending brands that they believe in to those closest to them. In addition, the more enthusiasts in the product, it will attract new customers to buy a product.

4. Provide Time To Respond Competitive Threats (opportunity to respond to competitive threats)

High brand loyalty to consumers will tend to benefit entrepreneurs in product adjustments due to competition. These consumers will give time for a company to update either product adjustments or neutralization when new competitors arise. In addition, high brand loyalty will not easily shift consumer confidence in a product.

How to Increase Brand Loyalty

Given the importance of brand loyalty to form bonds with your consumers, it is very important to increase it. By increasing brand loyalty , you can save on marketing costs and of course increase sales. Here are ways you can increase consumer brand loyalty to your brand :

1. Understanding Consumer Needs and Desires

Understanding your market segment is an obligation so that marketing can run effectively and efficiently. It is unlikely that you will offer baby clothes to teenagers who still like to play online games . Baby clothes should be marketed according to the market segment, for example mothers who have just given birth or middle-aged mothers who are about to have grandchildren.

See also  difference between covalent and ionic compound

After understanding who your market is, it’s important to understand their needs. The best intention in doing business is to help people meet their needs. If you offer something that is not needed, people will think twice about buying your product.

A businessman or marketing needs to understand the character and needs of consumers. People won’t care what you sell. But they care more about who can help them meet their needs.

Each type of consumer has certain criteria in choosing a product. Your products and brand will be easily remembered by consumers who feel they need your product. The better your efforts to solve consumer problems, the higher your chances of increasing brand loyalty .

2. Increase Brand Engagement

The bond between the consumer and the brand has a very important role in business continuity. This bond is called brand engagement which discusses how consumers have an emotional bond or feel a need for your brand . Please note, most consumers buy products not determined by their conscious minds, but mostly driven by subconscious minds.

You can level up brand engagement by providing discounts, information, tips, entertainment, free knowledge, and more. What you offer should be conveyed in a two-way discussion. The length of the interaction can foster an emotional bond.

3. Ensuring the Brand Remains Consistent

Maintaining brand consistency with consumers is one of the ways you have to do so that brand loyalty increases. On the other hand, talking about a brand cannot be separated from the products it supports. Thus, maintaining brand and product quality is the right way to ensure brand consistency .

You need to maintain product and service quality at the same time. What consumers love is the good experiences and memories they have had in the past. When they return to buy your product, they have the hope that they will be served as well as before or even better.

Not only that, all team members or even influencers who carry your brand name are your brand ambassadors . Carrying out routine joint evaluations so that they maintain their own good name is certainly an important thing to do. Their attitudes, speech, and behavior are a reflection of the values ​​that your brand carries .

4. Introducing Brand Values

Brand values ​​are the values ​​that are carried by your brand while running a business. These values ​​are what you practice and pass on to your staff and customers throughout your business. Introducing brand values ​​is important because consumer trust will arise after knowing how your product is, how you work, and how you serve consumers.

All of these things are proof that you have value. Why are brand values ​​so important? Because brand value can explain that you can or can’t provide the best quality to them.

5. Creating Attractive Logos and Colors

Logos and colors have an important role in a business. Both seem to explain how your business is growing. A good logo usually makes an impression on potential customers’ memories because it’s easy to remember.

6. Inviting consumers to continue buying

Inviting consumers to continue buying is an important thing for you to do. Everyone has a tendency to like being special. You can offer discounts, giveaways , member cards, certain rewards to maintain ties with them.


From the entire discussion above, we can conclude that brand loyalty is very important in the business world. This relates to consumer trust, giving rise to a deep commitment to repeat purchases of products or services from a particular brand. In addition, this attitude of commitment will also build consumer habits that can unknowingly benefit the company.

Over time, this loyalty forms a trusting attitude towards a brand, where the brand is believed to be able to meet consumer needs. Nancy Giddens (2002), also gave a consistent opinion that brand loyalty is a consumer choice for certain brands that are difficult to replace with other brands. Therefore, brand loyalty is very helpful in marketing a company.

Brand loyalty with a high level can make the company have good trust in the hearts of consumers. So that consumers automatically come to a brand without having to be influenced excessively. Wow, it must be nice, Sinaumed’s, if you can attract customers like that.