not doing as well as other brands. Marketers are able to look at the patterns of brand loyalty and pick out characteristics that make that product thrive. Examples of brand loyalty promotions include My Coke Rewards, Pepsi Stuff, and Marriott Rewards. Long-term impact on business Brand loyalty in marketing consists of a consumer's devotion, bond, and commitment to repurchase and continue to use a brand's product or service over time, regardless of changes with competitors' pricing or changes in the external environment. Brand loyalty reflects a customer's commitment to remain in a relationship for a long period of time with a brand. A critical factor of building brand loyalty is developing a connection or relationship between the consumer and the brand. When an emotional relationship is created between the consumer and the brand, this leads to a strong bond and a competitive advantage for that particular brand. Loyalty consists of both attitudinal and behavioral components. Attitudinal loyalty relates to the customer's willingness to purchase a product or service from the brand at any reasonable cost. Behavioral loyalty is re-purchasing. Both behavioral and attitudinal components are important. One example is that a consumer displays behavioral loyalty by buying Coke when there are few alternatives available and attitudinal loyalty when they will not buy an alternative brand when Coke is not available. The attitudinal component is psychological, this leads to the behavioral action of repeat purchase. It is the attitudinal loyalty that drives most loyalty behavior and ensures loyalty over time, not just with one purchase. “Brand loyalty is desired by firms because retention of existing customers is less costly than obtaining new ones. Firms profit from having loyal customers”. Benefits for companies Brand loyalty profits firms by saving them money. Benefits for companies associated with loyal consumers include: Acceptance of product extensions. Defense from competitors' cutting of prices. Creating barriers to entry for firms looking to enter the market. Competitive edge in market. Customers willing to pay high prices or accept far-reaching end user agreements Existing customers cost much less to serve. Potential new customers. Generally speaking, brand loyalty will increase profit over time as firms do not have to spend as much time and money on maintaining relationships or marketing to existing consumers. Loyal long-term customers spend more money with a firm. Customer behavior Brand loyalty leads not only to repurchasing. Customers may repurchase a brand due to situational constraints