The 11 Brands With the Most Loyal Customers

Sam AdamsWhen it comes to shopping, there are products we'll buy based on price, and there are products we won't. That generic ketchup may be on sale for 30% less, but you're still probably going to put the bottle of Heinz in your cart.

It's called brand loyalty, and it's something every company that sells anything is striving to induce in its potential customers. Last week, research consultancy Brand Keys revealed which American companies do it best.

The 2012 Brand Keys report examines the customer loyalty and brand satisfaction of nearly 600 brands in 83 major product categories. Consumers surveyed were asked to rank the brands based on quality, level of enjoyment, ease of use, respectability, and other category-specific factors. Brand Keys gave each product an ideal score -- the highest rank a customer would be willing to give a product in that category. 24/7 Wall St. identified the 11 brands that received the highest scores relative to each product's ideal ranking.

Not all categories are created equal. Consumers have different expectations for different products: You give more scrutiny to your tablet computer than you do to your gasoline, for example. According to the study, people expect a great deal from things such as smartphones and luxury hotels. But they expect much less satisfaction from items like allergy medications, diet sodas and laundry detergents -- so those products start off with lower "ideal" scores.

Many of the brands that made our list are for products of the "lower expectations" variety, and the differences in the satisfaction scores among the brands in those categories are small, suggesting that customers perceive little difference between them. Instead, brand recognition appears to be the key factor -- and almost every brand in the top 11 is the market-share leader in its category.

But customers' higher expectations can be met and exceeded. The Call of Duty: Modern Warfare video game franchise had among the highest product satisfaction scores of any product. Meanwhile, customers' expectations for video games are among the highest for any category. The major league gaming category had the tenth-highest ideal score out of the 83 categories.





- Michael B. Sauter, Ashley C. Allen




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mrphilly

**** this crap!!!!!

February 29 2012 at 8:11 PM Report abuse rate up rate down Reply
Brandon

Was any thought spent on this list at all? Or is this just someone's list of favorite companies?

Apple, Coca-Cola, Harley Davidson, Tim Hortons, Yankees, Cowboys - all quality companies who people have a passion for. THOSE are brand-loyalty companies. Even FOX news, even though I don't agree with them, has a furious fan loyalty well above NBC.

There must be competition to make for brand loyalty. You Tube has none. It's popular, but not a loyal brand for anyone. Samsung? Get out of here. How many people have Samsung stickers on their cars like Apple, Samsung tattoos on their arms like Harley Davidson, or apartments filled up with Samsung logos and plush animals like Coca Cola? How many people think about Samsung in the morning like they can't wait to get a Tim Horton's cup of coffee?

Seriously!

February 29 2012 at 3:02 PM Report abuse rate up rate down Reply
Brandon

Was any thought spent on this list at all? Or is this just someone's list of favorite companies?

Apple, Coca-Cola, Harley Davidson, Tim Hortons, Yankees, Cowboys - all quality companies who people have a passion for. THOSE are brand-loyalty companies.

There must be competition to make for brand loyalty. You Tube has none. It's popular, but not a loyal brand for anyone. Samsung? Get out of here. How many people have Samsung stickers on their cars like Apple, Samsung tattoos on their arms like Harley Davidson, or apartments filled up with Samsung logos and plush animals like Coca Cola? How many people think about Samsung in the morning like they can't wait to get a Tim Horton's cup of coffee?

Seriously!

February 29 2012 at 3:01 PM Report abuse -1 rate up rate down Reply
Brandon

What sort of brain-dead list is this?

Apple, Coca-Cola, Harley Davidson, Tim Hortons, Yankees, Cowboys - all quality companies who people have a passion for. THOSE are brand-loyalty companies.

There must be competition to make for brand loyalty. You Tube has none. It's popular, but not a loyal brand for anyone. Samsung? Get out of here. How many people have Samsung stickers on their cars like Apple, Samsung tattoos on their arms like Harley Davidson, or apartments filled up with Samsung logos and plush animals like Coca Cola? How many people think about Samsung in the morning like they can't wait to get a Tim Horton's cup of coffee?

Seriously!

February 29 2012 at 3:01 PM Report abuse -1 rate up rate down Reply
Brandon

What sort of brain-dead list is this?

Apple, Coca-Cola, Harley Davidson, Tim Hortons, Yankees, Cowboys - all quality companies who people have a passion for. THOSE are brand-loyalty companies.

There must be competition to make for brand loyalty. You Tube has none. It's popular, but not a loyal brand for anyone. Samsung? Get out of here. How many people have Samsung stickers on their cars like Apple, Samsung tattoos on their arms like Harley Davidson, or apartments filled up with Samsung logos and plush animals like Coca Cola? How many people think about Samsung in the morning like they can't wait to get a Tim Horton's cup of coffee?

Seriously!

February 29 2012 at 3:00 PM Report abuse rate up rate down Reply
Jeff

Harley Davidson's customers tattoo the brand onto their skin, seems to me that should be the test of brand loyalty.

February 29 2012 at 1:41 PM Report abuse rate up rate down Reply
Jeff

Harley Davidson's customers tattoo the brand onto their skin, seems to me that should be the test of brand loyalty. :-)

February 29 2012 at 1:40 PM Report abuse rate up rate down Reply
davilui

Coca Cola!!!

February 29 2012 at 8:28 AM Report abuse rate up rate down Reply
kv37

I don't buy any of these products.

February 29 2012 at 4:39 AM Report abuse -1 rate up rate down Reply
starweavr2

Pantene and L'Oreal both test on animals.

February 29 2012 at 12:06 AM Report abuse +1 rate up rate down Reply