Strategic brand management has emerged as a critical determinant of competitive advantage and customer loyalty in increasingly globalized and culturally diverse markets. This study develops a conceptual framework explaining how strategic brand management practices influence customer loyalty within the Jamaican market context. Drawing on established theories of brand equity, relationship marketing, brand authenticity, and consumer behavior, the paper synthesizes insights from international empirical studies to construct a multidimensional loyalty formation model. The framework integrates key constructs such as brand trust, brand communication, customer engagement, brand authenticity, and perceived value as central mediators between strategic branding and loyalty outcomes.

The study adopts a conceptual research methodology based on systematic synthesis of secondary literature, focusing on comparative insights from both developed and emerging economies. Findings suggest that customer loyalty is not solely a function of product quality but is significantly shaped by emotional branding, relationship strength, and cultural alignment. Strategic brand management in Jamaica must therefore emphasize localized identity construction, experiential value creation, and long-term relational engagement.

The study contributes to theory by contextualizing global brand management models within a Caribbean economy and offers practical implications for marketers seeking to enhance loyalty in small island developing states.