Beyond brand loyalty: Brand sustainability

Don E. Schultz*, Martin P. Block

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

19 Scopus citations


Historically, measures of brand value have focused on brand awareness, customer brand equity and measured brand loyalty. While useful, these generally provide little visibility for the future of the brand. A new measure, brand sustainability, is proposed, described and illustrated. Drawing on over 1 million responses to online customer questionnaires, over a 10-year period, covering brands in 73 FMCG product categories, we create, illustrate and demonstrate a brand sustainability measure. That measure consists of brand share of preference, a calculation of their average annual growth rate. That is then compared to the consumer-stated no brand preference in that category. Net promoter scores are used to support those calculations. Findings show that manufacturer brands are challenged, not by private label, but by no brand preference in the category. Research suggestions are made on how to develop and use brand sustainability and the impact of that measure on future brand growth and development.

Original languageEnglish (US)
Pages (from-to)340-355
Number of pages16
JournalJournal of Marketing Communications
Issue number5
StatePublished - Sep 3 2015


  • brand loyalty
  • future brand value
  • net promoter scores
  • new brand measures
  • no brand preference

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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