A new report on shifts in brand loyalty offers a closer look at how consumers favor brands that give them what they need during the pandemic — and shake off those that don’t.
Brand Keys’ new annual ranking finds that while Amazon retains the No. 1 spot, 20% of the brands in the Top 100 are new, including Clorox, Campbell’s and Zoom. And formerly loved brands, including Chick-fil-A, Expedia, McDonald’s, Under Armour and LinkedIn, have vanished.
Click here to read the story at mediapost.com.
Questions for Classroom Discussion:
- What is brand loyalty?
- Why is brand loyalty important?
- Based on information from this story, what are two examples of brands that have seen an increase in loyalty during the pandemic? What are two examples of brands that have seen a decrease in loyalty?
- Why do you think the pandemic helped some brands to generate more loyalty with consumers? Based on information from this story, what types of companies (which industries) suffered the biggest decline in levels of brand loyalty?
- Would you consider yourself to be loyal to any particular brands? If so, what is one example? If not, why?