The Loyalty Ladder

The Loyalty Ladder is a marketing concept that illustrates the stages of customer loyalty. It starts with potential customers who are unaware of a brand and progresses through stages of awareness, interest, trial, repeat purchase, and finally, brand advocacy. Each step represents a deeper relationship with the brand—moving from casual awareness to loyalty, where customers actively recommend the brand to others. Understanding this ladder helps businesses design strategies to nurture customer relationships, encouraging them to climb higher, ultimately turning them into dedicated advocates who support and promote the brand.