The Brand Keys data paints a detailed picture of the category drivers that engage customers, engender loyalty and drive real profits.
These drivers not only define how the consumer will view the category, compare offerings, and, ultimately, buy, but also identify the expectations the consumer holds for each driver. The brand whose drivers come closest to meeting (or even exceeding) those of the category Ideal is always the one whose customers will demonstrate the highest levels of engagement and loyalty over the next 12 to 18 months.
This year’s Customer Loyalty Engagement Index examines customers’ relationships with 555 brands in 64 categories.
The 2014 Top 100 Brand Keys Loyalty Leaders List, the annual survey of the top 100 brands in loyalty leadership, is available.