Brand Loyalty
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a
brand. It represents a barrier to entry, a basis for a price premium, and time to respond
to competitive innovations. The variety of measures used for brand loyalty usually is a
combination of one or more of the following:

Price/demand measures–focus on a brand’s ability to command a higher price
or make consumers less sensitive to price increases than price increases for
competing brands.

Behavioral measures–focus on consumers’ behavior.

Attitudinal measures–focus on general evaluative measures such as ‘liking’ or
‘disliking.’

Awareness measures–focus on identifying a brand as being associated with a
product category.

Brand Loyalty and Equity refer to the notion that some brands are “stronger”
or better than others.
Brand Equity as Brand Description
Brand description, the final component of brand equity, concerns the actual attributes
of the brand. These attributes or associations are major creators of brand loyalty. A
wide variety of techniques exist for matching consumer associations with perceptions
of a brand. These techniques can be both qualitative and quantitative. They work by
getting the respondent to link each brand with pictures or words. These attributes then
can be measured with multi-dimensional scaling to position the attributes relative to
one another.
MBA- Knowledge Base