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What is Brand Preference?

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Brand preference is the brand that a customer chooses for a particular product category. It is often expressed as the percentage of target customers who prefer your brand.


Brand preference can be measured by self-reported unaided survey questions such as "what is your favorite type of orange juice?" It can also be tested with user interfaces that ask a customer to pick a product from several competitors. The position of choices may be randomized.


Used to measure the marketing results in areas such as promotion, pricing, customer experience, product improvements and distribution.


A marketing team discovers that 18% of customers prefer their brand of sparkling mineral water. However, the firm only has 9% market share indicating that the product may not be available where customers shop or that customers find the price too high and substitute an unpreferred brand.
Overview: Brand Preference
The percentage of customers who choose a brand for a product category.
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