What Is a Brand Preference?

Brand Preference (Brand Preference) is an important part of brand power. It refers to the degree of consumer preference for a brand in a certain market, and it is the understanding of consumers' brand choice willingness.

Brand preference

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Brand Preference (Brand Preference), brand preference is an important part of brand power, refers to the degree of consumer preference for the brand in a market, is the consumer's willingness to choose the brand.

Chinese name

Brand preference

Foreign name

Brand Preference

Explanation

Consumer preferences in the market for the brand

proposer

Marketers and advertisers should think deeply about the evolution of consumer roles, not just study their background. When consumers adopt a new role model, it will not immediately appear, but gradually completed through the four steps of the so-called "social role acceptance process":

Brand preference

(1) Expectation-Consumers first observe the media to develop their own ideal role image.

(2) Acquisition-Consumers learn important information about new social roles from previous role experience.

(3) Practice Consumers begin to become familiar with the basic requirements of the role through the experience they learn every day.

(4) Accept-The consumer begins to adjust the role and integrate into her or his personal tastes to rebuild their personal style.

Basically, consumers build product preferences in different ways at each step of the process. In other words, consumers develop new preferences during the "expectation" phase of the "role acceptance process"; media dissemination provides important information about which ethnic groups buy or use which products.

In the "acquisition" phase, consumers' enthusiasm for media information weakened, and they turned to other people with the same role to consult, especially new users, began to enter the imitative mode, or copied some imitative models from the media.

After entering the "practice" phase, the consumer began to figure out her or his new role, and learned the basic role requirements and benefits from daily experience, and then became the object of being imitated by others. These people are the originators of the consumer trend. It is this trend that determines what is (or does not) fit the criteria for the ethnic group to imitate.

"Acceptance" is the last stage of the whole process. Consumers are gradually tired of the standards and requirements of roles, and discard some irrelevant elements, begin to imitate others, and adjust their own tastes and preferences. This is a precursor to consumers abandoning old roles and accepting new ones. Therefore, your success does not come from direct competition with your opponents, or victory by chance and chance. Your victory lies in how deeply you study the role of society and whether your products, services, or brands are in line with society. Role requirements. Volvo will not imitate BMW, but will seek the personal safety and protection of family cars with different value perceptions.

The key to establishing a social role is to provide an imitable model during the "expectation" phase, because the enthusiastic consumers in this phase are extremely sensitive to media information. After becoming familiar with it, they have more experience and their response to media information is Gradually thin. Entering a later stage, the opportunity to build consumer preferences is growing. ^[1]