as harvard business review hbr has reported companies with high scores on two often overlooked and closely related market research metrics brand loyalty and customer loyalty not only grow revenues 2 5 times faster than industry peers but also deliver two to five times the returns to shareholders over 10 year time frames 1 the fact that brand loyalty a long term commitment to make repeat purchases of a particular brand is not dependent on price makes this metric a particularly powerful driver of both profit and profitability i e profit relative to expenses 
the primary reason that brand loyalty is so important to profitability is straightforward 65 of revenue in most companies comes from repeat business with existing clients 2 not only do existing customers loyal to brands purchase 90 more frequently than new customers but maintaining the brand loyal segment is also far less expensive than marketing to attract new customers 3in the wake of plummeting sales during the 2020 pandemic it is more important than ever for businesses in every industry to ramp up investment in marketing programs designed to retain every company s most valuable asset their existing brand loyal customer base 