Why preferred brands grow faster.
Modern consumers have incredibly high expectations of brands. At the same time, their purchasing behaviour varies widely.
In the past, brand preference was mainly the outcome of brand loyalty, advertising and smart promotions. It was seldom the ambition. Striking, given extensive research showing that brand preference correlates strongly with market share. In light of this, why are so few marketers focused on building preference with consumers? One reason is that not enough is known about brand preference as a strategic instrument. That is why we started the Brand Preference Center.