Preference for one brand over others which manufacturers try to obtain through advertising and sales promotion.

Brand preference is selective demand for a company’s brand rather than a product. The degree to which consumers prefer one brand over another. To build brand preference advertising, the advertising must persuade a target audience to consider the advantages of a brand, often by building its reputation as a long-established and trusted name in the industry. If the advertising is successful, the target customer will choose the brand over other brands in any category.