Over the last few years, there has been a paradigm shift in the consumer expectations and brand preferences forcing marketers to rethink their branding strategies. Proliferation of technology has empowered the consumer even more by giving access to a range of products and services to choose from. With numerous brands vying for consumer’s attention, it is imperative that brand custodians take a unique approach to establish positive brand equity.

In such a highly competitive landscape, what can brands do to ensure that consumers choose their products or services over the competitors? Best-in-class brands realise that being able to create strong customer centric brand identity is a key to building brand preference which has a greater impact on advocacy and loyalty.

Building brand preference doesn’t happen overnight, it requires consistent efforts on the part of marketers and brand custodians, but if done right can prove to be a huge competitive differentiator.

Getting this strategy on point and continuing to resonate with the demands of a new breed of consumers - where price and quality are still of paramount importance - remains a daunting challenge. But a few brands have picked up the gauntlet and risen to the occasion, and in the process ascended to the exclusive pantheon of those counted amongst the Most Preferred Brands.