Pierce Mattie Public Relations New York & Los Angeles

Brand loyalty mixed with the variables of our psychological state when we watch our finances disappear before our eyes, tends to make things complicated when trying to gauge which way consumers will turn. I'd like to think that brand loyalty is brought about not only because your mom wore the same brand of makeup your entire childhood or your dad wore the same brand of suits each day to the office, but because that brand offered something of value to you--quality, effectiveness and good ole customer service. Regardless of economics that should mean something when weighing the decision to divorce your brand in lieu of something cheaper.

For Luxury Gourmet coffee brand, Sanani Coffee, CEO Tariq Ausaf does feel that the present state of the economy is probably discouraging to customers who occasionally would treat themselves to high end products. However, he has built his company not just on the luxury positioning, but on delivering a desirable coffee on the basis of value and good customer service. For him, this has been the main factor in customer brand loyalty to Sanani Coffee in this economic downturn.

When there is a feeling of the unknown people tend to find something that is a constant in their life to influx that sense of security. When the economy tumbles, we tend to purchase products that make us feel good. Personally, I become even more brand loyal in an economic hardship because I don't have to question the quality of that brand's product, whereas jumping ship to Brand Y may be less money, but possibly have inferior quality, may be less effective or have poor customer service (or no customer service at all!)

 If you are interested in seeing which brands have retained the highest brand loyalty, Brand Keys has a Customer Loyalty Engagement Index for 2008. I'm not at all surprised by most of those names on the list.

Have your say in the comments, are you brand loyal during an economic decline and why?