Strategies for building consumer brand preference
| Date | 01 April 1999 |
| Published date | 01 April 1999 |
| Pages | 130-144 |
| DOI | https://doi.org/10.1108/10610429910266986 |
| Author | Pamela L. Alreck,Robert B. Settle |
| Subject Matter | Marketing |
Strategies for building consumer
brand preference
Pamela L. Alreck
Associate Professor of Marketing, Franklin P. Perdue School of
Business, Salisbury State University, Salisbury, Maryland, USA
Robert B. Settle
Professor of Marketing, Franklin P. Perdue School of Business,
Salisbury State University, Salisbury, Maryland, USA
Keywords Advertising, Brands, Consumer behaviour, Marketing management,
Product management, Promotion
Abstract The marketer's principal objective is typically to build a relationship with
buyers, rather than merely to make a single sale. Ideally, the essence of that relationship
consists of a strong bond between the buyer and the brand. Outlines six strategies for
building that relationship: linking the brand to a particular need; associating it with a
pleasant mood; appealing to subconscious motives; conditioning buyers to prefer the
brand through reward; penetrating perceptual and cognitive barriers to create
preference; and providing attractive models for buyers to emulate. The choice of an
individual strategy or combination depends mainly on the nature of the branded product
or service. The success of the strategy depends heavily on the marketer's understanding
of the preference building and bonding process.
The branding objective
A marketer's main objective goes beyond a single sale to one customer.
Usually the ultimate objective is to build a durable relationship between a
specific brand and a particular customer group ± to create a strong bond
between brand and buyer! Whether it is between parent and child, friends,
lovers, or consumer and brand, bonding is a process; not so much of war
among rivals, but of courtship between suitor and beloved. Unlike a single
seduction or conquest, the courtship process includes identifiable phases ±
introduction, familiarity, then preference, and finally, if successful, a loyalty
that excludes relationships with rival suitors.
Advertising and promotion provide the introduction and familiarity. The next
two steps ± building preference and loyalty ± are a bit more sticky. A few
good moves can win the day, but too many bad ones along the way will lead
to rejection and failure. So the effective marketer, like the successful suitor,
needs a good, sound game plan (Macrae, 1994, 1997; Low and Fullerton,
1994).
Consumer buyers almost always approach the marketplace with a well-
established set of tastes and preferences (Christopher, 1996; Hoyer and
Brown, 1990). Only very rarely do they make completely spontaneous
impulse purchases. The vast majority of times, even their unplanned and
unanticipated purchases are strongly influenced by pre-existing tastes and
preferences. In a very real sense, marketing and promotion constitute a battle
for the minds of consumers! While direct competitors strive to outdo one
another to winning greater brand preference and loyalty, there is also rivalry
between producers and marketers in very different industries, promoting
very different kinds of goods and services (Knox, 1997). Virtually every
advertiser competes with every other to rise above the clamor and gain the
attention and interest of the buying public (Settle and Alreck, 1989). This
means that virtually everyone who promotes and markets to them should be
concerned with how consumers develop their likes and dislikes, so that they
A good, sound game plan
130 JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 8 NO. 2 1999, pp. 130-144, #MCB UNIVERSITY PRESS, 1061-0421
An executive summary for
managers and executive
readers can be found at the
end of this article
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