Given the innumerable metrics a Company can track, one of the most important roles for marketing executives is prioritizing the few that have the biggest impact on business decisions. But in the nuts-and-bolts b-to-b sector, the value of consumer marketing's most central metric, brand preference, stirs debate. Brand preference is a measure of whether someone prefers one brand over another. It is distinct from brand awareness, which tracks how many people know a brand, or brand reputation, which tracks positive and negative associations. Brand preference research aims to uncover both the rational and emotional fec-tors that lead to a purchase decision over a competitor.
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