Toyota was recently able to endure challenging times that required massive recalls affecting several million of its vehicles. Toyota has relied on its brand loyalty to survive and continue to prosper. Brand loyalty is perception-based as opposed to consumer loyalty, which is based on money.
Toyota customers that are brand loyal feel that a particular brand equals superior quality and customer service than any rivals, regardless of price. Because established customers are considerably easier to sell to you're really 60–70% more likely to sell to an existing client than you are to a new prospect brand loyalty improves the likelihood that a customer will try a new product.
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