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What is Brand Insistence?

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Brand insistence is when a customer is completely loyal to a particular brand for a type of product. For example, a customer who will only purchase a favorite brand of shoe. This is considered a complete form of brand loyalty in which a customer has stopped comparing the brand to other products. Brand insistence is valuable to a brand as such customers may strongly endorse a brand and be price insensitive. There are several common flavors of brand insistence:

Identity

In some cases, customers strongly identify with a brand and see it as congruent with their personality, lifestyle and values. As such, brands that change their image or suffer reputational damage may lose brand insistent customers.

Quality

Perceptions of quality including both durability and features such as safety. If a customer believes you products are simply superior quality to the competition they may remain loyal. A single poor experience such as a broken product or poor customer service can result in the loss of a brand insistent customer.

Purchase Simplification

Some customers are motivated to simplify purchase decisions in order to free up their time and cognitive resources. If there are 20 brands of toothpaste on the market all with different features and branding, such a customer will find one they like and stick with it. Such customers may discontinue a brand if it becomes difficult to find. For example, they may drop a brand simply because its often out of stock. They may also be discouraged by product updates as they value stability.
Overview: Brand Insistence
Type
Definition
A customer who will only buy a particular brand.
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