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Brand loyalty refers to consumers' positive association with a particular product or brand. Customers who show brand loyalty are committed to a product or service, which is reflected in the fact that they will make repeated purchases despite the efforts of competitors. The company has invested heavily in customer service and marketing to build and maintain brand loyalty to established products.

Loyal customers are those who buy the same brand regardless of convenience and price. These loyal customers have found a product that meets their needs and is not interested in trying another brand.

Most of the products of well-known brands exist in a competitive market where old and new products compete with each other and many products are difficult to distinguish. As a result, companies employ many strategies to build and maintain brand loyalty. They spend their advertising budgets on messages aimed at market segments that include their loyal customers and like-minded people who might become loyal customers.

The Coca-Cola Company is an iconic example of a brand that has demonstrated consumer loyalty over the years despite product and marketing efforts by Pepsi.