Marketing Currents - Business and Marketing Current Events

Shakeup In Loyalty Land: Hello, Clorox. So Long, Chick-fil-A


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

Questions for Classroom Discussion:

  1. What is brand loyalty?
  2. Why is brand loyalty important?
  3. 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?
  4. 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?
  5. Would you consider yourself to be loyal to any particular brands? If so, what is one example? If not, why?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.