In the world of advertising and marketing, there is likely nothing more important than brand loyalty. There are products that, no matter what they advertise or what changes with their product line, a large segment of Americans will keep buying it. While some older American brands have enjoyed decades of loyalty from a large segment of the market, they must still usually work hard to keep it. And every once in a while a single mistake can cause a brand to fall from the highest highs to the middle of the pack, or worse.Â
To find the 25 brands customers are abandoning, 24/7 Wall St. reviewed Brand Keys Customer Loyalty Leaders List, which provides the loyalty rankings for 100 brands. (These are the top brands, out of the 1,624 assessed in 142 industry categories in its Brand Keys Customer Loyalty Engagement Index.)Â
We ranked brands by the number of spots they declined in Brand Keys ranking from 2021 to 2022. To break ties, we used the 2022 rank. We also added the company’s market share in the related industry from IBISWorld, an industry market research provider, or from another source (noted).
According to Brand Keys, there were some changes post-pandemic. A classic example is Purell, which has experienced the sharpest decline in brand loyalty ranking as the public no longer sees the need to hoard hand sanitizer. (See also the brand that had customer loyalty destroyed.)
Bad press can also quickly turn off a faithful customer. For example, the Call of Duty franchise lost about 50 million players over the past year, following a series of lawsuits and allegations of discrimination and workplace intimidation against its publisher, Activision Blizzard. The franchise brand dropped 12 spots in the loyalty ranking.
Similarly, Twitter has been in the news ever since Elon Musk made a bid to buy it only to then try and back out of the deal. A whistleblower accusing the company of security flaws, added to the fire. The social media platform’s loyalty ranking has dropped nine spots over the past year, likely in part thanks to these issues. (See America’s most hated companies.)
Click here to see which brands customers are abandoning.Â
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25. Coors Light
> Decline in loyalty ranking, 2021 to 2022: 6 spots, from 87 to 93
> Category: Beer (Lt.)
> Company: Molson Coors Beverage Company
> Company market share: 24.9% in Breweries in the US
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24. USAA
> Decline in loyalty ranking, 2021 to 2022: 6 spots, from 83 to 89
> Category: Insurance
> Company: USAA Savings Bank
> Company market share: 6.2% in Homeowners’ insurance
Source: danielvfung / iStock Editorial via Getty Images
23. Chase
> Decline in loyalty ranking, 2021 to 2022: 6 spots, from 42 to 48
> Category: Banks
> Company: Jpmorgan Chase & Co
> Company market share: 20.9% in Investment banking & securities dealing in the US
Source: Wachiwit / iStock Editorial via Getty Images
22. Instagram
> Decline in loyalty ranking, 2021 to 2022: 6 spots, from 9 to 15
> Category: Social networking
> Company: Instagram (part of Meta Platforms Inc.)
> Company market share: 7.0% in Social networking sites (source: statscounter)
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21. Uber
> Decline in loyalty ranking, 2021 to 2022: 7 spots, from 92 to 99
> Category: Rideshare
> Company: Uber Technologies, Inc.
> Company market share: 69.0% in Rideshare (source: statisa)
Source: Chayantorn / iStock Editorial via Getty Images
20. Pinterest
> Decline in loyalty ranking, 2021 to 2022: 7 spots, from 63 to 70
> Category: Social networking
> Company: Pinterest Inc.
> Company market share: 5.1% in Social networking sites (source: statscounter)
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19. Jack Daniels
> Decline in loyalty ranking, 2021 to 2022: 7 spots, from 49 to 56
> Category: Whiskey
> Company: Brown-Forman Corporation
> Company market share: 34.7% in Whiskey & bourbon distilleries
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18. Amazon
> Decline in loyalty ranking, 2021 to 2022: 7 spots, from 23 to 30
> Category: Tablets
> Company: Amazon.Com, Inc.
> Company market share: 36.1% in Online computer & tablet sales
Source: adamdodd / iStock Editorial via Getty Images
17. American Express
> Decline in loyalty ranking, 2021 to 2022: 8 spots, from 46 to 54
> Category: Credit cards
> Company: American Express Co
> Company market share: 14.8% in Credit card issuing in the US
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16. Trader Joe’s
> Decline in loyalty ranking, 2021 to 2022: 8 spots, from 20 to 28
> Category: Natural foods
> Company: N/A
> Company market share: N/A
Source: Roman Tiraspolsky / iStock Editorial via Getty Images
15. Avis
> Decline in loyalty ranking, 2021 to 2022: 9 spots, from 76 to 85
> Category: Car rental
> Company: Avis Budget Group, Inc.
> Company market share: 7.9% in Car rental in the US
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14. Twitter
> Decline in loyalty ranking, 2021 to 2022: 9 spots, from 38 to 47
> Category: Social networking
> Company: Twitter, Inc.
> Company market share: 4.2% in Social networking sites
Source: Justin Sullivan / Getty Images
13. PayPal
> Decline in loyalty ranking, 2021 to 2022: 9 spots, from 13 to 22
> Category: Online payment
> Company: PayPal Holdings Inc.
> Company market share: 40.5% in Online payment processing software developers
Source: Thierry Hebbelinck / iStock Editorial via Getty Images
12. Budweiser
> Decline in loyalty ranking, 2021 to 2022: 10 spots, from 85 to 95
> Category: Beer (Reg.)
> Company: Anheuser-Busch Inbev Sa
> Company market share: 54.8% in Breweries in the US
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11. Starbucks
> Decline in loyalty ranking, 2021 to 2022: 10 spots, from 55 to 65
> Category: Coffee
> Company: Starbucks Corp.
> Company market share: 33.3% in Retail market for coffee
Source: 1000kbps / iStock via Getty Images
10. Jeep
> Decline in loyalty ranking, 2021 to 2022: 10 spots, from 32 to 42
> Category: Automotive
> Company: Stellantis N.V.
> Company market share: 9.4% in SUV & light truck manufacturing in the US
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9. Ralph Lauren
> Decline in loyalty ranking, 2021 to 2022: 11 spots, from 62 to 73
> Category: Apparel retailers
> Company: Ralph Lauren Corporation
> Company market share: 5.6% in Apparel, footwear & accessories (source: CSIMarkets)
Source: shaunl / iStock Unreleased via Getty Images
8. Call of Duty
> Decline in loyalty ranking, 2021 to 2022: 12 spots, from 82 to 94
> Category: Online video games
> Company: Activision Blizzard
> Company market share: 10.8% in Video games software publishing in the US
7. Lyft
> Decline in loyalty ranking, 2021 to 2022: 12 spots, from 79 to 91
> Category: Rideshare
> Company: Lyft, Ic.
> Company market share: 31.0% in Rideshare (source: statisa)
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6. Smirnoff
> Decline in loyalty ranking, 2021 to 2022: 13 spots, from 48 to 61
> Category: Vodka
> Company: Diageo Plc
> Company market share: 15.5% in Vodka distilleries
5. New Balance
> Decline in loyalty ranking, 2021 to 2022: 14 spots, from 60 to 74
> Category: Athletic footwear
> Company: New Balance Athletics, Inc.
> Company market share: 1.9% in Athletic shoe stores
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4. Facebook
> Decline in loyalty ranking, 2021 to 2022: 17 spots, from 29 to 46
> Category: Social networking
> Company: Facebook, Inc. (part of Meta Platforms, Inc.)
> Company market share: 75.9% in Social networking sites
Source: Justin Sullivan / Getty Images News via Getty Images
3. Lowe’s
> Decline in loyalty ranking, 2021 to 2022: 23 spots, from 52 to 75
> Category: Retail home improvement
> Company: Lowe’s Companies
> Company market share: 35.5% in Home improvement stores US
2. Clorox
> Decline in loyalty ranking, 2021 to 2022: 41 spots, from 37 to 78
> Category: Household cleaners
> Company: Clorox Company
> Company market share: 41.7% in Bleach manufacturing
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1. Purell
> Decline in loyalty ranking, 2021 to 2022: 52 spots, from 25 to 77
> Category: Household cleaners
> Company: Gojo industries
> Company market share: 74.9% in Hand sanitizer manufacturing
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