The brand preference index indicates how much the consumer prefers a particular brand to other competing brands in the same product or service category. For example, when the customers of a brand do not choose other brands to buy when the price increases or the product runs out on the store shelves, that means they only prefer the desired brand to buy the product or service. Therefore, according to this proposition, it can be concluded that if a brand has a high score in the brand preference index, its total sales will be high. Brand preference is an important indicator because it shows brand loyalty and brand advocacy.
What should be done to create brand preference in practice?
_ Highlighting the advantages that differentiate the brand from competitors.
_ Creating customer profiles including personal information of customers such as gender, age, location, and other important information to provide relevant offers and improve customer service.
_ Experience and analysis of customer behavior through the investigation of user behavior on the site and social media, to identify the preferences and buying habits of customers and improve services.
_ Increasing customer interaction and creating a strong emotional connection with customers by conducting surveys and discovering customer opinions.
_ Supporting customers at all stages of the customer journey to understand and anticipate them.
_ Build customer loyalty by designing a loyalty program to earn more money, doing word-of-mouth advertising, and accessing new customers.