5/18/2023 0 Comments Product perception definitionOnline brand forums are particularly useful in more complex supply chains. You’ll be able to gauge how customers feel and develop a genuine understanding of what works well and what doesn’t. Getting small groups of people together, either face-to-face or remotely, gives you the opportunity to hear the positives and negatives of your brand from those who use them and feel strongly enough to share their opinion. It’s a little turn-of-the-century, but it still works. There are several things you can do to measure how customers perceive your brand: Brand focus groups and forums It’s important to measure your brand perception regularly, benchmark it over time, and identify what drives improvements. You want to get a high level of brand equity so that your customers, when confronted with a buying decision choice, feel more confident and comfortable to proceed with your brand.Īs a result, customers who are influenced by a product with a higher level of brand equity will also purchase the product, even if the brand-name product is more expensive than the generic equivalent. Brand equity is the extra value a company gets from a product with a recognizable name, as opposed to a generic equivalent. The ultimate goal of brand perception programs is to develop brand value and brand equity. It will be easier to launch new products. Other businesses will be more interested in partnering with you. If customers believe in your brand they will be more confident in purchasing your products. Having a positive brand perception is a shortcut to success. Emotional: Heartstring-tugging Christmas TV ads (John Lewis, Marks, and Spencer, Sainsbury’s)īrand perception surveys can help you understand how your brand is perceived in the mind of customers, prospects, employees, and other stakeholders.Taste: Free samples or special offers to taste new products.Smell marketing is as simple as a café wafting the scent of frying bacon out into the street, or as complex as airlines’ use of patented scents in their cabins, hot towels, and on their crew to enhance their brand experience. Olfactory: Our sense of smell has a remarkable ability to trigger memories and emotions.Auditory: Catchy musical jingles (Intel) or catchphrases (the cheesier and more annoying the better) that make their way into popular culture (eg ‘Give Me a Break!’, Kit Kat).Visual: Instantly-recognizable logos (Coca-Cola, McDonald’s, Disney (Mickey Mouse), Cadbury, PG Tips), and high budget, entertaining commercials.It will resonate with customers on a visceral level and leave a lasting mental impression. If you want to create a brand perception that sticks, try connecting your company’s personality to all five of your customers’ senses. This can be done by carefully-crafting a brand personality that represents your vision, mission, or culture, and connects to the customer. You can control how you target your brand’s messaging to customers. Whenever customers buy a product, read an online review, compare experiences of it with friends, or talk to your employees, they make judgments about your brand. Brand perception comes from customer use, experience, functionality, reputation and word of mouth recommendation – on social media channels as well as face to face. It’s not what the company owning the brand says it does. With an average person receiving up to 10,000 brand messages a day, your messaging must stand out in order to make an impression in a crowded marketplace.įree eBook: The power of deep listening for your brand What is brand perception?īrand perception is what customers believe a product or service represents and how it makes them feel. When a brand delivers or exceeds customer expectations, it has the potential to establish a whole lifetime of loyal brand equity. Until target customers have experienced your product, believed your brand promise, and developed a sufficiently positive perception to buy (and rebuy) it, your brand will not grow.
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