What is brand loyalty? Brand loyalty is an area of interest in most businesses today, and relates to the positive feelings toward and dedication to a particular brand held by customers. Generally speaking, brand loyalty can be defined as how much a customer returns to a specific brand whenever making a purchase or seeking services. In metrology, customers who are brand loyal will continue to return to their measurement manufacturer of choice. Another way in which people can exhibit brand loyalty is through word of mouth, and by recommending one metrology company to friends and family. In metrology, brand loyalty is common among customers. One of the more regular trends seen is that companies who produce high quality, and often more expensive, supplies retain the greatest amount of brand loyalty. Brand loyalty is the result of an established relationship between business and consumer.