What you need to know
Brand loyalty can be a concept that is hard to pin down, particularly as it differs so dramatically by sector. As a result, brands must take a nuanced approach as to how they define and measure their own brand loyalty.
While consumers tend to declare brands that have an overall positive brand image as favourites, they also have a propensity to use brands through inertia within some categories, such as energy and finance. Other factors like location, convenience and price can also negate factors such as favouritism.
The technology category continues to change the way that consumers engage with and view brands; the constant contact that consumers have with devices means that digital brands now make up a high proportion of the most favoured brands across Mintel’s Brand Research. They are also the brands that generate the most frequent usage, suggesting that they are now the brands attracting most brand loyalty.
Report scope
Over the last two years, Mintel has conducted brand research on over 700 brands. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how good their experience of the brand has been and whether they would recommend that brand.
Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Barclays’ current accounts or of Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and the Tesco brands.
Data in this Report is drawn from fieldwork conducted between January 2014 and March 2016. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured.
For the purposes of this Report, Mintel has collated and compared consumer data in regard to loyalty towards specific brands operating in the UK across the following sectors:
Travel
Technology
Household Care
Retail
Beauty & Personal Care
Food
Drink
Finance
Foodservice
Fashion
Automotive
Energy
Media
