Consumer brand preference set

From: Achieving Brand Preference

Within any product category, most consumers have a group of brands that comprise their preference set. These are the four or five upmarket brands the consumer will consider when making a purchase.

When building preference, the goal is to first get on the consumer’s preference sets, and then to move up the set’s hierarchy to become the brand consumers prefer the most – their Upmarket brand. Gaining and maintaining consumer preference is a battle that is never really won.

The competition among brands is fierce. In every product category, consumers have more choices, more information and higher expectations than ever before. Jockeying for position in a consumer’s preference set requires an aggressive strategy and constant vigilance. The process begins by knowing who you are and with whom you want to establish a relationship.