Brand Value · Loyalty · Component
The attitude
Relative preference, and what would survive a better offer — the half of loyalty that predicts what happens when the market changes.
The deliverable
What it is
Attitudinal loyalty is what remains when the inconvenience of switching is removed. It is harder to measure and it is the half that predicts behaviour under change.
The most informative question is what it would take for them to leave. A precise, small answer is a warning regardless of how long they have stayed.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The preference
How the brand is rated relative to the alternatives.
3 attributes: Relative preference · Against · Strength
LearnThe switching question
What it would take for them to leave.
3 attributes: Would take · Specificity · Asked
LearnThe advocacy
Whether they recommend the brand without being asked to.
3 attributes: Observed advocacy · Stated willingness · Links to
Learn
A precise answer to “what would make you leave” means the customer has already considered leaving.
The other components in loyalty
The behaviour
Repeat purchase, retention and share of category spend — what customers actually do, before asking what they think.
LearnThe lock-in
What holds customers that is not preference — contracts, integration, habit — because only preference is brand value.
Learn