Abstract
Introduces the Brand Keys Customer Loyalty Index, which assesses customers’ needs, values and brand perceptions in 35 industries, covering 222 brands; this information is related to the loyalty drivers for that industry, which describe how a consumer views the competing offerings in that industry. Explains how the Index identifies the level of customer expectations, which determines how they compare competing brands. Illustrates the method with graphs showing expectations for athletic footwear, bottled water, computers, DVD players, mobile phones, online books and music, quick‐serve food, satellite radio, and wireless service providers; these show that young people from 16 to 20 have higher expectations than the US population for all categories.