What is the primary purpose of brand loyalty?

The primary purpose of brand loyalty is to lead to repeat purchases. When customers develop a strong preference for a brand, they are more likely to continue buying from that brand over competitors, resulting in consistent sales and a stable customer base. This loyalty often stems from positive experiences, trust in the brand's quality, or emotional connections, all of which encourage customers to return rather than seeking alternative options.

While enhancing product features, increasing product pricing, and expanding into new markets are important aspects of marketing strategy, they do not directly define the core purpose of brand loyalty. Brand loyalty primarily hinges on customer retention through repeated purchases, which ultimately drives longer-term business success.