What is Brand Loyalty

Branding is critical in strategic marketing decisions since it identifies the various components a company chooses to apply across the multiple products it sells. There are multiple reasons why companies adopt branding in marketing strategy, including increasing brand awareness, building a positive image and reputation, establishing consumer loyalty, adding valuable equity, brand extensions, segmenting the market, and ensuring legal protection. Despite these promising benefits, there lacks adequate research explaining the attributes marketers can use to create a strong brand identity, awareness, and loyalty amidst these challenges. In this regard, this chapter addresses this issue by exploring how building brand identity, awareness, and loyalty in business-to-business and business-to-consumer markets can improve organizational performance and competitiveness. This research chapter uses a systematic review of the bibliometric literature to explore branding as a marketing strategy critical to improving a company's performance in local and international markets.