Brand preference occurs when a consumer deliberately chooses a brand from among others that offers a product or service meeting their needs. This choice is based on characteristics such as the brand’s personality, its distinctive qualities, and the perceptions the consumer attributes to it. A brand’s visibility on the shelf can limit comparison with other brands, without necessarily reflecting a genuine preference.

Price has a complex relationship with brand preference. While not always the determining factor, it can contribute to shaping a brand’s image and influencing consumer preferences. Building brand preference relies heavily on advertising and the quality of the products or services offered.

Brand preference differs from the concepts of awareness and loyalty, playing a crucial role in a company’s market share. It is a cornerstone of consumer loyalty and could become even more important in the future, particularly with the potential development of voice shopping via voice assistants. Indeed, brand preference can encourage consumers to seek out a specific product by favoring the brand name over its generic equivalent.

A case study illustrating the achievement of a brand preference objective, along with concrete examples of indicators measuring advertising effectiveness in terms of brand preference, can highlight the importance of this concept in companies’ marketing strategies.