Ever wonder why consumers choose one brand over another?

In 2023, MSW Research used our BrandEdge solution to look at consumer behavior for 4 popular fast-food chains.

Our findings revealed that the leading reason for cross-brand usage for fast-food isn’t variety or price but something else entirely:

Convenience and availability

For example, among the 72% of McDonald’s patrons, a staggering 47% also frequent Sonic. 🥤

And despite McDonald’s being on every street, it actually has the lowest degree of cross-brand usage among its patrons.

Simply because McDonald’s is more readily available than others. 🍟

In the realm of successful brands, one thing stands out: distinctive brand assets.

Whether it’s a memorable color, logo, design, or jingle, these cues aid in memory encoding and signal availability.

Yet, the true value of these assets lies in the eyes of consumers. They expect a return on their investment in terms of time, money, and performance.

And it’s precisely this value that can be measured and cultivated for growth.

But here’s the catch: building a sustainable positioning solely on functional attributes is a tough sell. Every product innovation can be replicated.

Instead, brands must tap into emotional needs and foster emotional intimacy to truly stand out.

Enter MSW Research’s Brand Preference—the compass guiding brands toward success.

By prioritizing activities against competitors and leveraging distinctive brand assets, brands can boost usage and loyalty.

It’s not just about branding, it’s about strategic branding for margin growth.

In the world of brands, loyalty reigns supreme.

Yet, the truth is, most consumers aren’t loyal to any single brand.

At MSW Research, we delve beyond behavioral loyalty, focusing on attitudinal loyalty—the kind that makes a brand their top choice, their go-to.

Our research reveals a stark reality: only half of all customers feel loyal to any brand.

The rest? They’re swayed by availability, promotions, or simply a desire for variety.

It’s easy to fall into the trap of prioritizing short-term promotions to retain customers, but this strategy often backfires, eroding brand stature and impeding long-term growth.

That’s where MSW’s Brand Preference comes in.

By leveraging our solutions, you gain the insights needed to accurately project loyalty levels, assess market value, and attribute brand growth to various marketing activities.

Don’t just chase fleeting loyalty, cultivate enduring brand preference.