Loyal Consumers ID Their Favorite Brands

Brand loyalty lives. According to the 15th annual Brand Keys Customer Loyalty Engagement Index (CLEI), a survey of 46,000 consumers between 18 and 65, the top 10 overall brands were:

1. Netflix
2. Apple
3. Walgreens
4. Discover
5. Hyundai
6. Mary Kay
7. McDonald's
8. J. Crew
9. Samsung
10. Nikon
    

Robert Passikoff, founder and president of Brand Keys, wrote in a blog, "Brand value has increasingly been defined not through the narrow lens of price, but in terms of the total experience of consumer-brand interaction. This year's results demonstrate that concept has truly taken hold, with virtually every category showing its greatest increase in expectations in the purchase drivers centered on attributes that most strongly impact the customers' overall experience."

Retailers within various sales channels that were best at creating loyal shoppers included:

Specialty Apparel

1. J. Crew
2. Abercrombie & Fitch
3. Victoria's Secret
4. H&M
5. Aeropostale/PacSun (tie)
6. Old Navy/Gap (tie)
7. American Eagle Outfitters
   

Department Stores

1. Dillard's/Kohl's (tie)
2. Macy's
3. JCPenney
4. T.J. Maxx
5. Marshalls
6. Sears
   

Mass Merchandisers

1. Walmart
2. Kmart
3. Target
   

Drugstores

1. Walgreens
2. CVS
3. Duane Reade
4. Rite Aid
   

Home Improvement Stores

1. Ace
2. True Value
3. Home Depot
4. Lowe's
   

Office Supply Stores

1. Staples
2. OfficeMax
3. Office Depot
   

Warehouse Clubs

1. Sam's Club
2. Costco
3. BJ's
   

Online Retailers

1. Amazon
2. Ebay
3. Overstock.com/Zappos (tie)
4. Buy.com
   

Movie Rentals

1. Netflix
2. Blockbuster
3. Redbox
4. DVDXpress
   

Coffee Chains

1. Dunkin' Donuts
2. Starbucks
3. McDonald's
4. Tim Hortons
5. Krispy Kreme
   

• 2011 Brand Keys Customer Loyalty Engagement Index - Brand Keys
• Customer Loyalty Index Announces The "Decade Of Delight"- Brand Keys/Blogspot