The way we look at it, all those involved with a brand - customers, investors, employees, management, strategic allies, suppliers and distributors - have perceptions that can make them more or less "brand loyal". The more stakeholder loyalty and attraction to the brand (or the business that is driven by the brand), the more valuable the brand is to an enterprise. Loyalty distinguishes a brand from a commodity, ensuring a brand is not at the mercy of:

• price-based competition, where your brand has no pricing power
  
• distributors threatening to replace your brand, thus squeezing your margins
• employee indifference and churn, thereby increasing your costs
  
• under performing suppliers charging more than they are worth
• and investors who are not convinced, thus increasing your financing costs
  

Stakeholder loyalty is good for the bottom line and is ultimately what brand value is all about.