IntroductionA company's main question in relation to selling its products or services is: How do I convince people to buy my product? Nowadays, companies still highly value the answer to this question, but they have also realized that acquiring customers is not the only thing they need to do. In today's rapidly changing world, consumers don't stick to products for life. Advertising and a greater sense of independence have created consumers who will change brands or products as soon as they feel the need. What a company seeks in this consumer environment is to create so-called brand loyalty. This article will explore the ways in which companies work to create this brand loyalty and investigate the circumstances and effects that arise. It will start by explaining in depth what exactly brand loyalty is. Next we will provide an overview of the key success factors that drive brand loyalty and take a look at how these factors are influenced by different conditions. Examples will be provided. The relationships between brand loyalty and brand commitment and satisfaction will be explored. Finally we will come to a conclusion on how important brand loyalty is for companies and for what reasons. What is brand loyalty? Before we can give a definition of brand loyalty it is necessary to make the distinction between repeat purchasing behavior and brand loyalty. “Repeat purchasing behavior is the actual repurchasing of a brand.” Then the behavioral aspect of this action. Brand loyalty also includes “the antecedents of that behavior.” This means the reason or fact that occurs before the behavior. When we talk about brand loyalty we can once again distinguish two types: on the one hand loyalty to the fictitious brand and on the other real brand loyalty. The former was defined by Bloemer and Kasper as “(1) distorted behavioral response (2) (3) expressed over time (4) by some decision-making unit (5) to one or more alternative brands out of a set of that brand , (6) which is a function of inertia.' The key word here is inertia, i.e. no commitment to the brand. Their definition of the latter, and the most important in this article, is exactly the same for the first five points but differs for the sixth adding that "it is a function of the psychological processes (decision-making, evaluative) that determine the commitment towards the brand". In this definition, commitment to the brand is the key word.