One of the indicators of the strength of a
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...
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
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...
activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) 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:
*
Survey questions (self-report, unaided preference)
* Brand choice measures (choice of preferred brand from a competitive set of brands)
* Constant sum measures (planned purchases amongst a competitive set of brands)
Methodologies
* ''ARS Persuasion''
[Shirley, Dan. "From Copy Testing and Diagnostics to Process-driven Improvement." ''The Advertiser'' (ANA). April/May 1999.][MASB]
''Practices & Processes Underlying the Development & Management of an “Ideal Metric”''.
October 2010. ited 7 February 2011/ref> is a brand choice methodology applied at various stages of the marketing process. It is derived by comparing the percent choosing a particular brand versus competing brands before and after marketing activity .
:* ''Firstep'' applies the methodology to a selling proposition before moving on to creative execution.[
:* ''APM Facts'' are the results of the methodology applied to TV ads. It has been audited and profiled by the Marketing Accountability Standards Board (MASB) according to ]