Brand loyalty refers to the tendency of consumers to consistently choose a particular brand over others. This loyalty can develop due to positive experiences with the brand's products or services, effective marketing, or emotional connections. When customers trust a brand, they are more likely to make repeat purchases and recommend it to others. Companies often strive to build brand loyalty through various strategies, such as offering rewards programs, maintaining high-quality products, and engaging with customers on social media. Strong brand loyalty can lead to increased sales and a competitive advantage in the market, benefiting both the brand and its customers.