Difference Between Brand Loyalty and Customer Loyalty (With Table)  

Consumer loyalty and brand loyalty are two intertwined ideas that are critical for customer retention. You can’t utilize the same techniques to increase brand or customer loyalty because they are two different ideas.  

These two types of loyalty are important to businesses. While they are two distinct concepts, they have one thing in common: they are both critical to client retention. Let’s talk about the differences between customer and brand loyalty and why they need to be managed differently.  

Brand Loyalty vs Customer Loyalty  

The main difference between brand loyalty and customer loyalty is that brand loyalty refers to when customers continuously buy from the same brand, and it has a higher profit margin. On the other hand, customer loyalty refers to a customer’s devotion to a brand, and it has a comparatively lower profit margin.  

Brand loyalty refers to a customer’s repeated purchase of a specific product while ignoring competing items from other brands. Some people, for example, will always choose Sprite over Seven-Up at the grocery store. Brand loyalty is not influenced by price. Customers that are devoted to a brand will buy a variety of products from that brand regardless of price.  

Customer loyalty is defined as a customer’s dedication and devotion to a company or brand. It comes from a high level of consumer satisfaction. When a customer has a positive experience with a company and its products, he or she is more likely to purchase the same products again and again.  

Comparison Table Between Brand Loyalty and Customer Loyalty  

Parameters of Comparison 

Brand Loyalty 

Customer Loyalty 


The tendency of customers to keep buying from the same brand  

Customer’s dedication to a company or brand 


Has no effect 

Has an effect 

Customer Retention 



Profit Margin 




Involves customers’ perception of the brand 

Involves products and services that fit their needs and budgets 

Marketing Strategy 

High-quality products and service 

Promos, discounts, and right pricing 


Informative emails, posters, and flyers. 

Focuses on best deals to inform about promos and discounts 

What is Brand Loyalty?  

Brand loyalty refers to a consumer’s inclination to buy the same brand of goods over and over again, especially when they have a variety of competing options. Consumers continue to buy from a firm because they trust it, not because it is the only option. Consumer perceptions of a brand are at the heart of brand loyalty.   

Consumers stick with a brand because they believe it is trustworthy, provides superior services, and produces more high-quality items than all other brands on the market. This could be due to the company’s or brand’s reputation, numerous promotional activities, or previous customer experiences.  

To build and retain brand loyalty, marketing professionals use a variety of tactics. As a result, they pay close attention to consumer purchasing trends and use customer service to develop relationships with them. To develop brand loyalty to the product, an effective marketing campaign will highlight a distinctive aspect of the product.  

Price and money have very little to do with brand loyalty. Consumer perception of your brand has everything to do with brand loyalty. This could be as a result of your company’s promotional activity, reputation, or previous experiences. Customers who are loyal to a brand are also more willing to check out additional products from that brand. These items may even be a little more pricey.   

What is Customer Loyalty?  

Customer loyalty is mostly determined by a consumer’s overall buying capacity. It all comes down to what you can offer them in terms of normal prices and special deals. In other words, customer loyalty refers to customers who return to your store on a regular basis. It’s about having lower costs or greater discounts for certain things they’re seeking than competitors.   

As a result, customer loyalty is linked to a customer’s entire buying power. It refers to what the business can give clients in terms of normal prices and discounts. Customers are more likely to stay loyal to a company if it offers cheaper costs than its competitors or greater discounts for certain products.  

Customer loyalty is proportional to customer satisfaction. Customers are satisfied with the supplied service or product attributes in both cases and are unwilling to switch to another brand or firm.   

Client experience management, on the other hand, has proven to be a lasting competitive advantage in terms of customer loyalty. To maintain loyal consumers, many firms now use loyalty programs.   

Customers who are loyal to a firm are those who keep coming back. Customer loyalty refers to a customer’s entire purchasing power. It denotes what a company may give its clients in terms of normal rates and price reductions.   

Customer loyalty is created when a customer has such a favorable experience with your brand and products that they are willing to buy or work with you again and again.  

Main Differences Between Brand Loyalty and Customer Loyalty  

  1. Brand loyalty means when a customer repeatedly makes purchases from the same brand even though there are competing alternatives. On the other hand, customer loyalty is the customers’ dedication towards a company.  
  2. Pricing has no effect on brand loyalty, but it does have an effect on customer loyalty.  
  3. Customer retention is easy when it comes to brand loyalty but harder when it comes to customer loyalty.  
  4. The profit margin for brand loyalty is higher than customer loyalty.  
  5. Brand loyalty consists mainly of the customers’ perception of the brand, whereas customer loyalty consists of the products and services that are more suitable for the customer.  
  6. The marketing strategy of brand loyalty includes improving the quality of products and services, whereas the marketing strategy of customer loyalty includes the correct pricing, discounts, and promos.  
  7. To reach out for brand loyalty, informative emails, flyers, and posters are the most suitable, whereas customer loyalty is based on the information about the best deals, promos, and discounts.  


Since both notions are equally vital in client retention, customer loyalty and brand loyalty are closely intertwined. As a result, firms should strive to achieve both of these goals.   

Another distinction between brand and customer loyalty is the marketing methods employed by each. Customers’ purchasing power and financial capability should be understood by marketers in order to instill client loyalty. As a result, marketers provide discounts and devise promotions. To build brand loyalty, though, marketers need to provide excellent service and high-quality products.  


  1. https://repo.uum.edu.my/id/eprint/16316/  
  2. https://journals.sagepub.com/doi/abs/10.1177/10963480030274003