Why does someone choose Adidas and Whatsapp number database not Nike? Why do people keep ordering from Coolblue, while Amazon is often much cheaper? Why can't people wait to spend several annual salaries on a Patek Philippe watch? The Whatsapp number database answer lies in brand preference. Because preferred brands win. And so can you. Brand preference is what many marketers (should) strive for. Why?
The secret of the winner lies in the Whatsapp number database knowing the customer's needs. Know what moves them, what problem you solve for them, what they find important, how you become top-of-mind, and how you stay that way by building a lasting relationship with them. By making smart use of that Whatsapp number database Whatsapp number database knowledge, you can also turn your brand into a preferred brand. How? Ed Stibbe describes this in his book ' Why winners give it all ' (affiliate). The brand as a measuring instrument Stibbe states that the brand is the most effective and most powerful measuring tool.
The starting point of the book is the ' Brand Valuation ' survey by the Marketing Accountability Standards Board. Out of all the marketing KPIs Whatsapp number database examined, only one was found to be causally related to market share, and that is brand preference. To measure brand preference, the Brand Preference Center has developed Whatsapp number database the BPI model . The model contains five pillars that Stibbe describes one by one. With these pillars, you can gain insight into the strengths and weaknesses of your brand and those of Whatsapp number database your competitors.