what is brand loyalty 
unlike customer loyalty which is money based prices and discounts brand loyalty is perception based image and experience brand loyal customers believe that a certain brand represents both higher quality and better service than any competitor and the price does not matter brand loyal customers might make fewer total purchases but the profit margins on their purchases are larger once established brand loyalty is fairly easy to retain assuming of course that product quality and service level remain high brand loyalty is also less expensive to retain than customer loyalty which requires constantly offering low prices and regular discounts to maintain best deal on the market status 