The Preferred Brand

Why Brand Preference matters?

You always think of your competition and most companies position their resources to battle competition. If your Brand was Preferred and Relevant, competition won’t matter, your Brand will matter

Your company will focus its resources on how to serve the customers better, innovate and became more preferred as well as relevant

For example, Facebook is preferred for time spent with family and friends to share stories. Facebook is relevant as a Brand for creating the subcategory of instant messaging, in fact, Facebook is the most relevant Brand on mobile to reach family and friends through messages

Today the world knows that Facebook owns WhatsApp and Facebook Messenger apps. Both have become ‘must haves’ on mobiles/smartphones. This acquisition has made the Brand more relevant by owning the subcategory of Mobile Messaging

Snickers the candy bar, is preferred when you need a quick meal to hold up your hunger, it’s relevant because it shares two great attributes: Chocolate and Energy

The more you focus on your target audience, the better you perform. Keeping an eye on your competition will drain your resources and your Brand will become irrelevant

Example: Every time we think of the best Airlines in the region we think of Emirates, we think of the service, we think of the luxury and innovative experience. On the same token, as much as Qatar Airways invests in and claims its ‘5 Star’ airline status, the Brand is still irrelevant to a category owned by Emirates

On the other hand, Etihad Airways is focusing more into Premium Luxury Travel, they just introduced ‘The Residence’ for their first class. Now Etihad has created a category and has become the preferred and relevant Brand to High Net-worth individuals traveling first class which Emirates enjoyed having on their Airbus A380s and lost

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

The article was first published on Linkedin Pulse on 7th February, 2015

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