Name brands remain fundamental to life in the Western world. Consumers may not be as loyal to one brand as were their ancestors, but they are loyal to brands. This paper proposes a brand loyalty life cycle and draws implications for marketers. The brand loyalty life cycle is thought to comprise five eras of brand loyalty: (1) birth of brand loyalty, (2) golden era of brand loyalty, (3) latent brand loyalty, (4) the birth of multi-brand loyalty, and (5) the final era of declining loyalty. This paper suggests that brand managers may need to update their understanding of the nature and role of brand loyalty. In the current era, marketers must offer differentiated products, the meaning of which resonates to consumers, to achieve brand loyalty.