Brand loyalty happens when there is an established pattern of repeat purchases. It's always the delight of every brand owner and custodian to have consumers become loyalists who have more or less become addicted to their brand and will keep coming back again and again to patronize them.

Brand Loyalty is desirable as it helps to ensure continuous patronage and has a direct positive impact on the bottom-line. Moreover, it has been established that it's a lot cheaper and takes a lot less effort to keep existing customers than to recruit new ones.

We are in an age where so many brands are jostling for shares of the consumers' pockets and will stop at nothing to outdo one another. It's becoming increasingly difficult to keep customers as loyalists in the face of desperate rate cutting, stiff price war, continuous value addition, counter offers and so on. The current situation in the Nigerian CSD (Carbonated Soft Drinks) market segment where major players have been forced to change bottle sizes as well as reduce prices in the face of brand switching by hitherto loyal consumers comes to mind.

It has therefore become necessary for any brand that wants to build strong brand loyalty to go the extra mile. These are some tips for achieving it:

1. Factor convenience into the buying process: make it as easy as possible for consumers to make purchases; offer delivery services where possible; let them be able to make..... VISIT www.msmehub.org

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