Prioritize metrics drive brand preference and business impact
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Boost Brand Preference: Top Reputation Metrics for Communications Leaders
52% of communications leaders struggle to prove the impact of reputation management to senior executives.
Selecting the right reputation metrics is crucial for Chief Communications Officers (CCOs) who want to drive brand preference and demonstrate measurable business value.
Leverage Gartner insights on brand preference to discover:
- Key metrics to drive brand reputation impact
- Three quick wins to overcome common measurement challenges
- How to build trust and strengthen brand preference
About Brand Preference
Brand preference stands out as a critical measure for communications leaders aiming to demonstrate real business value. More than half of communications and reputation leaders report difficulty in showing senior executives the true impact of their reputation management efforts. This challenge is intensified by the complex nature of reputation itself, shaped by factors ranging from economic shifts to leadership actions - many of which are outside the direct control of the communications function.
To succeed, communications leaders must be intentional in selecting metrics that not only capture brand health but also align with executive priorities. Focusing on the metrics that matter most for building and sustaining brand preference enables teams to deliver insights that drive strategy, justify investment, and strengthen trust with stakeholders and leadership alike. With a thoughtful approach to measurement, communications can move beyond reporting and become a key driver of organizational success.
Brand Preference FAQs
What is an example of brand preference?
An example of brand preference is when customers consistently choose one brand over competing options, even when similar alternatives are available.
How do you build brand preference?
To build brand preference, focus on positioning your brand to highlight the unique benefits it offers to your audiences. By connecting with audiences on a personal level and addressing what matters most to them, organizations can foster deeper loyalty and drive lasting brand preference.
Is brand preference the same as brand loyalty?
Brand preference is when customers or employees favor one brand over others as their first choice. Brand loyalty is a deeper commitment, where they consistently choose the same brand and are unlikely to switch, even if alternatives are available.