Brand loyalty: chronicle of a death foretold – Brand Minds 2019

Brand loyalty: chronicle of a death foretold

by Ionut Rosca, Behaviour Planner at g7 Romania

Brand loyalty has been on everyone’s lips these past years, with some voices prophesizing a sense of impending doom in response to profound cultural shifts and to the ongoing digital disruption of the consumer journey. Dying or not, there is a general consensus that the never-ending proliferation of brands, the rapid rise of private labels and the steep price competitiveness generated by brands with little, if any, effective differentiation are wearing loyalty down.

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