According to Charles Futrell, brand preference is a complex process and people may not be aware of why he or she prefers a particular brand in an era of parity products. This article unfolds many facets of human mind and its action or inaction in case of choosing a brand. It also talks about tangible and intangible communication by various companies to help consumers decide about a particular brand.

When a consumer plans to buy a product, to be precise a brand, he normally considers a set of brands that are known to him. Companies are creating awareness for the brands through advertisements and a series of communication programs with the objective of selling their brands. But awareness alone cannot be held responsible for selling the brand. Selling of a brand takes place in different stages. But it is imperative for any company to create awareness among the buyers to help them familiar with its products or brands. For example, if a consumer wants to buy a mobile handset, he does not consider all the brands for purchase. He may be aware of 10 different brands but, in the end, considers only three or four brands to choose from. We call them "evoked set".

But a buyer may not like to consider all brands for purchase. He may shortlist three or four brands say, Nokia, Motorola, Samsung or Sony Erricksson. Finally he chooses the one that suits his requirements best and then a sale takes place. A consumer buys a brand and uses it for sometime; if it satisfies him, develops a liking for it and may go for repeat purchase. If he yet again experiences the same happiness in the repeat purchase, he develops brand loyalty and that leads to predisposition.

Marketing Mastermind Magazine, Brand Loyalty, Brand Personality, Global Trends, Communication Programs, Marketing Experts, Charles Futrell, Black Box Approach, Sony Erricksson, Brand Preference.