Is Brand Variety Replacing Brand Loyalty

Brand equity is a concept born in 1980s. Brand variety created by customers’ loyalty brings benefits not only to customers, but also to manufacturers, commercial intermediaries, society, and, of course, brand owners. It has aroused intense interest among business strategists from a wide variety of industries as brand variety is closely related with brand loyalty and brand extensions. Besides, successful brands provide competitive advantages that are critical to the success of companies. However, there is no common viewpoint emerged on the content and measurement of brand variety. Brand variety has been examined from financial and customer-based perspectives. This paper will study the customer-based brand variety which refers to the consumer response to a brand name. Key words