2020 brand loyalty winners: Ben & Jerry's, Planters, Doritos
Customer brand loyalty has increased on average 20 percent from 2019 to 2020 across 85 leading B2C, B2B, and D2C categories, which encompass 16 industry sectors and 833 brands, according to Brand Keys 25th annual Customer Loyalty Engagement Index (CLEI), conducted by the New York-based brand engagement and customer loyalty research consultancy (brandkeys.com).
“Analysts, consulting firms, and research practices that declared brand loyalty dead are talking about a consumer loyalty model that expired in 1990,“ noted Robert Passikoff, president of Brand Keys. “Back then loyalty was a black-and-white issue for consumers. But loyalty didn’t die. Rather, it has evolved in a more complex marketplace with more sophisticated consumers hungry for brands that better meet their expectations.”