Cannabis brand loyalty: A look at California Vapor Pens

Introduction: Why does branding matter in the cannabis industry?

Do you remember the first time you bought cannabis? Did it come in a fancy, sealed glass jar with a colorful label on it? Ours were in plastic bags that most certainly weren't child proof nor inspiring. It's safe to say that branding has come a very long way in the cannabis industry. Companies are putting a lot of thought into their packaging, the make up of the product, and ultimately who their target consumer should be. It is important, then, for brands to make sure that the product is reaching the right customers so that they can build strategies that lead to growth. In this report, we look at some California Vapor Pen brands and explore three different ways to measure brand loyalty.