Digital technology brands dominate the 2017 Brand Keys Loyalty Leaders list in the 21st annual survey conducted by Brand Keys, the New York-based brand loyalty and customer engagement research consultancy. Brand Keys examined 740 brands in 83 categories to provide an insightful and comprehensive, cross-category perspective of brand loyalty today.
The top ten Brand Keys Loyalty Leaders for 2017 are, in order:
- Amazon (retail)
- Apple (tablets)
- Apple (smartphones)
- Amazon (video streaming)
- Samsung (smartphones)
- Amazon (tablets)
According to Brand Keys founder and president Robert Passikoff, "Since 2000 it's been more difficult for non-digital or non-social networking brands to increase engagement that resonates with consumers' emotions and builds loyalty."
One of the more interesting aspects of this year's list is that some companies appear more than once in the list because they do business in multiple categories. "We call that the Rule of Six loyalty," says Passikoff, "which means if consumers use a brand's products or services in one category, they will be six times more likely to use the brand's products and services in other categories."
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