The main thrust of this study is to investigate the relationship between brand identity and customers loyalty in the context of Nigeria telecommunication industry. Through mixed sampling method, primary data were obtained from a survey of 207 customers drawn from four major telecommunication companies that are operational in AkwaIbom State. The data were analysed using descriptive and inferential statistics. From the regression and results of correlation analysis, we found out that there is a strong positive and significant relationship between brand identity and customers loyalty. Based on this finding, we recommend among others the need for identity management combined with various promotional packages as a means of enhancing sustainable customer loyalty among consumers in the telecommunication industry