Brand Measurement Framework Deep Dive: Preference

September 8th, 2022

Karen Tran Principal Analyst

Ian Bruce VP, Principal Analyst

With contributors:

Ross Graber , Jennifer Ross , Shannon Colford , Kate Pierpont

Summary

Monitoring the indicators that demonstrate how audiences prefer their organization’s brand over others helps B2B brand and communication leaders determine if brand programs are effective. When audiences advance from knowing the brand through awareness to experiencing positive feelings and associations, to taking actions that support the brand, they are demonstrating brand preference. Businesses that understand their preference scores can leverage audiences’ emotional connection to promote and amplify the brand. This report examines brand preference, the categories used to measure distinct levels of preference, and the range of metrics that support its measurement.

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