What Is Brand Perception? The best way to Measure It and 4 Examples

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If you take a second to think about your shopping habits, you’ll probably realize that a majority of the products you buy are inspired by brand understanding. You’re not the only one — 77% of B2C consumers make purchasing decisions based solely on the brand name.

Brand perception, or maybe the thoughts and feelings associated with a firm, impacts why people wear a certain model of clothing or find out pasta sauce more than another at the grocery store. Once consumers follow an attitude in regards to a brand, it’s challenging to change. That’s why brands work hard to create good associations in people’s minds, rather than adverse or neutral awareness.

When you understand how people perceive your brand, it’s simpler to shape its reputation, help consumers understand what sets it apart, and develop brand name equity. You do this particular by measuring brand perception and monitoring customer sentiment over time.

But before scuba diving into the metrics, it’s important to understand what creates brand name perception and how it informs company plus consumer decision-making.

What is brand understanding?

Brand notion is the sum of a consumer’s feelings, encounters, and thoughts about a product or service. It’s what individuals believe a brand signifies, rather than what a brand name says it signifies.

How to Understand the Value of Brand perception

Although brand perception is a mental organization, it plays an essential role in generating emotional connections with consumers. People think about their attitude toward brands when choosing in between competing products. These people read reviews, talk with customer support, compare options with friends, or sign up for a free test. All of these touchpoints influence brand perception plus impact a industry’s success.

In the event that consumers think highly of a brand, they will become more loyal into it. Consider how this particular dynamic plays out there in everyday life. Individuals get in meme battles over Apple versus Android products. An individual who wears Nike pas cher shoes usually won’t be caught in Adidas kicks. And you probably won’t find Coca-Cola and Pepsi in the exact same fridge.

Businesses that understand brand name perception use this info to develop brand equity. While brand understanding can be narrowed right down to what one customer thinks about your brand, brand equity will be the combination of people’s perceptions, experiences, and views that creates your own reputation. A company with high brand equity attracts loyal clients who pick your product or service when given the choice between competitors.

When a consumer is loyal to a brand, 86% can recommend it in order to friends or family and 66% are likely to compose a positive review. Those actions drive corporation growth and improve brand perception, which only helps your business.

Although it might seem that brand notion is out of your hands, you can create steps to measure it and improve individuals attitudes.

The way to Measure Brand Understanding

Data can help you understand how consumers, employees, stakeholders, and competitors perceive your brand. Since brand notion is a combination of testimonials, reputation, experience, functionality, advertising, social wedding, and customer use, you should gather metrics from multiple sources.

Here’s the right way to measure brand belief:

  • Carry out brand perception research to learn what people think of your company and how it stacks up against competitors. Find out that touch upon emotional, cognitive, and action-oriented factors, honestly examples from Qualtrics:
    • Once you think of [the brand], what comes to mind first?
    • Which from the following words describe [the brand]?
    • What kind of feelings would you experience when you consider [the brand]?
    • How would you describe your level of emotional attachment to [the brand]?
    • How would you describe [the brand] to a buddy?
    • How could you describe your final experience with [the brand]?
    • On a range of 1-10, just how likely are you in order to recommend [the brand] to a buddy or colleague?
  • Track on-line mentions using social hearing tools or Google alerts. You want to keep track of social media comments, on-line reviews, relevant hashtags, forums (i. electronic. Reddit and Quora), and news mentions. As the brand grows, so will this dataset. I recommend making a system to handle harmful mentions as soon as possible plus stay on top of talk about your brand, products, and marketing campaigns.
  • Do a brand review to evaluate how your brand name perception compares to competitors’. This should include study on primary and secondary target viewers, a competitive evaluation of your products or services, a thorough evaluation of your marketing communications strategy, and a deeply dive into your brand positioning. (I suggest referencing this brand audit guide from Visme).
  • Collect data from clients each and every point of the potential buyer’s journey. This can consist of how buyers analysis information, evaluate items, compare between competitors, interact with customer support, buy decision, onboard, plus interact with the brand post-purchase.

When you have enough data to measure brand understanding, you can evaluate if consumer sentiment aligns with your brand identification. If so, stay the course. If not, you can learn how to improve consumer brand perception.

Brand Perception Illustrations

From PAGE RANK campaigns to product packaging, brand perception can be influenced by every touchpoint people have with a company. The following brand perception examples show how businesses may shape consumer emotions so the inner identity matches the external image.

1 . Snickers

Chocolate lovers can choose in between dozens of chocolate-covered pubs, so what makes someone get a Snickers instead of a Kit Kat? Indeed, it may be taste or preference, but the brand has designed smart campaigns to make people believe that eating Snickers will transform a person from hangry plus unfocused to sharpened and satisfied.

2 . Orangetheory

You might have driven past one of them orange-hued workout studios on your daily travel or taken an internet class during the pandemic. And while fitness crazes come and go, Orangetheory has created out a brand understanding that’s kept the business going strong given that 2010. The community-oriented classes make it the ideal fit for people seeking to connect and contend with neighbors while operating up a perspiration. It’s more casual than Crossfit yet kicks up the intensity compared to group lessons at national gyms, like Planet Health and fitness and LA Physical fitness. Orange Theory Fitness Brand Perception

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a few. Zoom

A modern and beloved video clip platform at the start from the pandemic, Zoom rapidly became the cause of remote control workers’ burnout. People loved how this kept them linked to teams, families, and friends.

But the constant connection led to “Zoom fatigue, inch an informal diagnosis which has been covered by Healthline, Stanford, the New York Times, and more. While businesses still rely on Focus for virtual meetings, the brand has had to adjust from its first “Video conferencing it doesn’t suck” vibe to “How the world connects” as consumers shifted their perceptions.

Zoom Fatigue - an example of brand perception

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4. Patagonia

The particular outdoor gear brand name became famous for the innovative clothing plus focus on responsible production, but a change within consumer perception caused the company to dual down on its sustainability-driven identity.

In the early 2010s, individuals began referring to the organization as Patagucci — a satirical title that poked fun at the brand’s high prices and its adopting among high-income employees. To sway customers from placing Patagonia in the fast-fashion category, the company has released a number of sustainability-focused initiatives, like its Worn Wear line of reused clothing.

 

Knowing what people think of your brand is a crucial part of developing a successful business. It gives you the information you need to shape your brand identity, create impactful marketing campaigns, and create changes when customer perception shifts.

Now that you know learn how to measure brand perception, you can use it being a tool to make proper brand decisions and drive your company ahead.

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