Consumer Loyalty- the act of showing faith and allegiance to a product or service.
For the second year in a row, the iPhone topped the New York consultancy’s “Loyalty Leaders” list. The list compiles the top brands that consumers show loyalty to. It demonstrates that in a time where products are lacking in differentiation, brands need to establish an emotional connection to consumers to earn their faith and trust. No one does a better job at this than Apple thus, their momentum continues to intensify and their connection with the consumer market grows deeper.
Brand Keys conducted the interviews which provided the data for the list. In August, they polled 35,000 consumers about 501 brands in 71 categories. The age range of the consumers was 18-65 years old. 80% of the surveying was done over the phone while 15% were personal interviews and 5% were done online.
The iPhone was followed by Samsung phones with Apple computers and Blackberry scoring high. Other notable moves on the list included BP going from the leader of gasoline retailers to the bottom of the list for obvious reasons. Toyota dropped a little bit but it’s position remains #2 among autos. Beer brands dropped in the survey as vodka brands climbed. In fact, Three Olives vodka jumped 64 positions on the list landing in the top 25.
New additions to the list includes Bing, which was second among search engines to the respondents. Google is still ranked very high although, it dropped to #11 this year from #3 last year.
Progressive Insurance claimed the highest increase on the year with spokeswoman Flo into her second year of campaigning through advertising channels.
Nearly 75% of the Top 50 brands on the list came from three categories: cosmetics, technology, and retail. The emotional connection derived from cosmetic brands impacts self image, technology changes the way consumers live their lives, and retail improves quality of life.
Here’s a look at the Top 15 Loyalty Leaders:
1. Apple iPhone
2. Samsung phones
4. Grey Goose
8. J. Crew (catalog)
12. Mary Kay
13. J. Crew (retail)
14. Dunkin’ Donuts coffee