It is generally understood that a person who is happy with a given brand will most likely purchase that brand again unless something substantially better comes along or an individual needs change. Thus, it is important to know whether people are staying with, entering or leaving your brand so that you can reinforce or adapt your strategy to account for these factors.
Info-Link's brand loyalty and migration analysis are split into two components - brand ingress and brand egress - both of which provide a wealth of information about the incidence of brand loyalty, entry and defection.
Brand ingress looks at new customers in order to identify commonalities these buyers share in terms of prior ownership. This information can then be used to develop or refine marketing plans directed at the type of owners who gravitate towards your brand.
Brand egress examines the opposite side of the equation and focuses on the defection of customers to other brands.This critical information can help you preserve market share, address product development opportunities and maximize customer lifetime value.