[Cole]

Originally Posted by joe strummer

I get that. But the statement was that it's not brand loyalty if I don't buy new.

From the American Marketing Association dictionary- A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

I buy Toyota products for, among other things, their design and reliability. Each of my vehicles are recognizable as Toyotas even without badges. Their reliability is also a feature of Toyota. I'm loyal to those concepts, and therefore to Toyota products. But not necessarily to the corporation.

If they stopped designing cars I like, or their reliability went down, I'd probably look elsewhere. If I was loyal to the corporation, I'd stick with them.

While I imagine Nissan's reliability is up there, they don't design cars very well. Other than a Fairlady and a 510, I've never owned a Nissan product.

Then you're loyal to a product. Not to the brand itself. Brand loyalty typically means you support the company of the products you buy. You don't do that on the second hand market.