What Is Brand Perception?
Brand perception essentially means the thoughts and feelings consumers have about your company's brands. Companies develop marketing campaigns with the intent of instilling a certain brand image. However, the perception of the marketplace ultimately determines whether that image is effectively interpreted or whether the company has failed to create the image it wants in the minds of consumers.
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Brand Basics
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A brand is a set of images, symbols and expressions about a particular company and its products that present an overall message. Companies try to establish a certain brand image through marketing and delivery of value in their products or services. Over time, brand identity may invoke a sense of high or low quality, strong or weak benefits, high or low cost, high or low value and trust or distrust among consumers. Consumers are exposed to brand messages externally through marketing and word of mouth from people they have relationships with, but also internally through personal experiences in buying and using the product or service.
Marketing Objectives
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Companies use a variety of marketing objectives that direct development of marketing and advertising campaigns. These are outlined in a marketing plan. Each campaign should focus on a primary objective. Increasing brand awareness is a common starting goal for a new company or brand. This is when the brand is introduced to its target markets and initial attempts to build a favorable impressions occur. Maintaining brand recognition follows. Increasing marketing share, creating more favorable brand attitudes and growing sales are other common marketing objectives.
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Positioning
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Positioning is the way in which a brand sits in the marketplace relative to competitors in the minds of consumers. Establishing a brand position that is distinctive among the competition is integral to effective marketing. Companies try to create the perception that their brand is bigger, better, faster, stronger, more durable, more effective or superior to competitors in other ways. Ultimately, though, the perception of consumers determines whether the company has succeeded in establishing its desired position.
Types of Perception
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Similar to the way in which actors are typecast, brands are often labeled based on the thoughts and feelings of consumers. The intent of companies is to influence this label through marketing and performance delivery. Common functional traits that affect perceptions about brands, according to the InfoTrends website, include speed, quality, reliability and ease of use. Feelings also influence perception, and consumers consider whether the brand's products make them feel better and improve their lives or performance. Loyalty ultimately comes from strong positive feelings toward a brand.
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References
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