Why you are loyal to a certain brand? We can say that brand loyalty is when the customers buy a product or service over and over again instead of other options of the market. Loyal customers are unconditional, emotional and ambassadors of these brands, they'll always speak well of them. In my opinion, a brand should have the following characteristics to get loyal customers: - The brand must have a good customer service. For me, it's the most important thing that they have offer. - The second one is, they must have a high quality in their products. - And the last one, a good price in relation with the value. Regarding to the topic, I have a loyalty to Apple laptops. I think, they have unique products with high quality. I've had several Apple laptops and never had any problems. However, I can't say the same of the other brands, because I had to renovate them every two or three years. I was also loyal to El Corte Inglés, but I had two problems with them. The first one was I bought a headphones with same day delivery, but after a few minutes of buying it, they call me and tell me that they didn’t have stock in their nearest warehouse. The other issue was that I bought a TV on their website. They included a free speaker in the promotion, but I never received it. I tried to get in touch with the customer service by phone and email, but they never answered me. From that moment, they lost a loyal customer, because I didn't receive a good after-sales service. Seeing loyalty from the side of a company, we see four different phases: - Unknown: when you potential customers can't differentiate your products with those of the competition. - Recognition: in this phase, your brand is already present in the minds of your audience, but when they're going to shop, they choose other brands. - Preference: after a positive experience, consumers choose your product instead of the competition, but it doesn't mean that they can change it. - Loyalty: it's the phase preferred by the companies. Here customers always choose your brand. In closing, I want to tell you that, from my experience it’s very difficult to get a loyal user, you need to spend a lot of time and money to get it, but it is much easier to lose it, so when you have loyal user. Look after them!!