Brand loyalty on a worrying decline
Declining loyalty to brands appears to reflect a new landscape where people’s choices, whether of consumer brands, politics, jobs or relationships, are ever-changing. Price awareness and sustainability are other trends highlighted in a new report on brands
In an age of increasing brand parity and a society overwhelmed by choice and technology, brand loyalty is now on a worrying decline.
That’s the blunt assessment of a new study by research agency Ask Afrika in its Icon Brands survey — the largest annual benchmark survey of its kind.