Loyalty Segments group customers, prospects or employees in terms of their commitment or loyalty to a company, its brands, products or services. These groups are placed on a Continuum of Loyalty.

Those who are actively pursuing an alternative product, supplier, or employer.

Those who would considering an alternative if they
happened upon it.

Those who are would consider an alternative only
if directly approached.

Those who have no intention of shifting allegiances.

Loyalty Segments, in conjunction with brand ratings, can provide valuable insight into developing competitive marketing strategies.