When comparing prices, consumers can find the exact same Nike boot in Adidas and pay a lower price. Essentially what the consumer pays the most for is the Nike brand. Looking back at my diary you can see that I once wore Adidas boots, then I went out and bought Nike boots. “Brand loyalty is based on an emotional connection to the brand and a conscious commitment to find this brand every time the consumer purchases from this category.” 112 Brand Promotion I could have worn Adidas boots for free, but I spent time and money buying the Nike brand. “Brand loyalty and advertising work together to create another important economic effect related to pricing flexibility and profits. When consumers are brand loyal, they are generally less sensitive to the brand's price increases." 45 Integrated Brand Advertising and Promotion Being able to increase prices while maintaining the consumer market is very valuable. This is one of the main reasons why brands strive for brand loyalty