Brand loyalty

Brand loyalty occurs when a consumer uses a product or service over and over again, because

A) it works for him/her
B) it’s habitual
C) he/she is hesitant to spend cash on the unfamiliar.

For example, when I buy toothpaste, it is always Colgate and it has been for as long as I can remember. Ever since, I was child I use this brand, because it’s been imprinted on my brain (through personal experience and tons of advertising) that others are not as good as Colgate.

Brands don’t compete directly with each other when they are in different brand categories … but they do compete for your attention, money, and loyalty.