Brand preference is a marketing metric that reflects the strength of a brand in the market. It represents which brands are preferred under assumptions of equality in price and availability. Brand preference is when a customer identifies a preferred product and makes that brand a part of their regular purchasing routine. This might come after a consumer tests other products, trying out the competition but ultimately settling on one prevailing brand. The goal of building brand preference is to create a direct relationship that creates loyal customers who keep your brand top of mind at the point of their purchase decision. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance. Factors that influence brand preference include well-thought-out marketing campaigns, high-quality products, and excellent customer service. Building brand preference is one of the goals each business tries to achieve because it goes hand in hand with brand marketing concepts.