If you want to grow brand preference, you need to know what moves it.
There are three forces that reliably drive Brand Preference:
➡️ 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: How well your brand fits the consumer’s needs, occasions, and emotions at the moment of choice
➡️ 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁𝗶𝗮𝘁𝗶𝗼𝗻: Meaningful distinctiveness that sets your brand apart
➡️ 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗔𝗱𝘃𝗼𝗰𝗮𝗰𝘆: A sense of pride in using the brand and willingness to recommend it to others
Surrounding these core drivers are additional contributors like:
✔️ Perceived quality
✔️ Worth for money
✔️ Trust
✔️ Category leadership
What matters most is how these patterns show up by brand and segment.
With the right diagnosis, teams can make smart strategic choices:
✅ Double down on a strength
✅ Close the gap that’s holding them back
But to do either well, you need a validated measure of Brand Preference, one that links directly to market share. That’s exactly what the MSW Brand Advantage guidance system delivers.