For securing the long-term profitability today, businesses are agreed to develop, maintain and create brand loyalty in such a way to maintain loyal customers, but it is difficult in one way or another in such a turbulent and competitive environment. Brand loyalty is the repeat purchase of any customer that reflects his or her conscious decision to continuously purchase that product in future. Abdul Rehman and Muhammad Zia-ur-Rehman have explored and analysed very aptly the role of brand loyalty for a successful organisation. This book is a must read book for those who want to set their companies with a better performance in this competitive business world.