Brand loyalty refers to the tendency of consumers to consistently purchase products or services from a particular brand over others. It is an important marketing concept that focuses on building strong relationships between a brand and its customers, leading to repeat purchases, increased customer retention, and positive word-of-mouth recommendations. Brand loyalty is often influenced by factors such as brand reputation, product quality, customer service, and emotional connections with the brand. Marketers often use strategies such as loyalty programs, personalized marketing, and brand engagement to cultivate and maintain brand loyalty among consumers.