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 because it can lead to increased sales and customer retention. Loyal customers may also be less sensitive to price changes and more forgiving of occasional mistakes. Overall, brand loyalty is a valuable asset for businesses in a competitive market.