Brand Perception

Brand Perception

Brand Perception Jonathan Poland

Brand perception refers to the way that a brand is perceived by its target audience. It’s important for companies to carefully manage their brand perception, as it can have a significant impact on the success of their business. There are several factors that can influence brand perception. One important factor is the quality of the products or services offered by the brand. Customers who have positive experiences with a brand’s products are more likely to view the brand positively. Similarly, negative experiences with a brand’s products can lead to negative perceptions of the brand.

Another factor that can influence brand perception is the brand’s marketing and advertising efforts. The messaging and imagery used by a brand can shape how customers view the brand and its values. For example, a brand that positions itself as eco-friendly and socially responsible is likely to be perceived differently than a brand that focuses on luxury and exclusivity. In addition to product quality and marketing efforts, customer service and interactions with a brand can also shape brand perception. Customers who have positive experiences with a brand’s customer service are more likely to view the brand favorably.

Overall, it’s important for brands to carefully manage their brand perception in order to attract and retain customers. This can involve regularly assessing customer feedback and making efforts to improve products, marketing efforts, and customer interactions.The following are common types of brand perception.

Quality
How well your products fulfill customer needs. For example, a mobile device that is durable, useful and usable.

Value
The amount of quality relative to price such as a mobile device that is perceived as high quality but overpriced.

Visual
The visual appeal of the brand including products and services.

Senses
Beyond visual appeal, smell, taste, touch and sound can make an impression. For example, shampoo that smells good.

Personality
A customer’s overall impression of your brand may be described with the same concepts that are used to describe people. For example, a brand may be thought of as friendly, reliable or stylish.

Reputation & Legacy
Perceptions of the behavior, values and history of a firm.

Status & Culture
The social status and culture that surrounds the brand. For example, a brand that is associated with sailing or snowboarding subcultures.

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