Brand preference


One of the indicators of the strength of a brand in the hearts and minds of customers, brand preference represents which brands are preferred under assumptions of equality in price and availability.

Purpose

Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues and profit, also making it an indicator of company financial performance.

Construction

There are at least three classes of methodologies to measure brand preference directly: