Which historical practice is considered the earliest formal precursor to modern brand loyalty programs?

Throughout history, certain brands have demonstrated remarkable staying power, surviving wars, economic depressions, and massive cultural shifts. This trivia question explores how brand loyalty evolved from early merchant guilds to modern consumer relationships. Understanding these historical patterns helps product managers and marketers appreciate the deep roots of customer allegiance that shape today's marketplace dynamics.

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S&H Green Stamps (1896), where customers collected stamps with purchases to redeem for merchandise
The medieval guild quality marks, which guaranteed craftsmanship standards and created trust-based relationships with customers
The Great Atlantic & Pacific Tea Company's (A&P) economy stores (1912), which offered lower prices for loyal customers
Coca-Cola's first coupon campaign (1887), which offered free samples to build repeat customer relationships