Media brands, including Amazon, Netflix, MSNBC, Fox, Google, and an ascendant WhatsApp, are dominant among the top 20 loyalty brands, according to findings from the just-released 2020 edition of Brand Key's annual Customer Loyalty Engagement Index.
Other top consumer brands based on a loyalty focus include established ones like Chick-fil-A, Dunkin, Hyundai, Avis, Apple, Chase, and the NFL.
The study, based on a comprehensive sample of more than 60,000 Americans, also shows that brand loyalty has increased an average of 20% between 2019 and 2020 across 85 categories representing 16 industries and 833 brands, including consumer, B-to-B and D2C ones.
“Two decades into the 21st century the world has more complex brand and mediascapes. It’s more data-rich and technologically-intensive. Consumers are more complex, connected, and complicated. They connect with each other before even considering connecting to a brand and assess loyalty relative to how they envision an ‘Ideal’ brand,” Brand Keys President Robert Passikoff asserts, adding: “It only takes a nanosecond for consumers to note how well a brand is ‘seen’ to meet their expectations for the path-to-purchase drivers that defines behavior toward and fidelity to a brand."