Consumers impacted by corporate branding

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 23, 2021, 9:12 AM GMT+0

Visual Objects’ recent research highlights branding’s impact on consumers’ buying behaviour.

According to the survey, corporate branding such as commercials and business values influence 50% of consumers' opinion of a company. Product branding (39%), retail branding (37%), and service branding (31%) are the types of branding that customers came across in 2020.

Corporate branding was also observed by 22% of those polled in 2020. Retail branding, like in-person or virtual design and layout, impacts 59% of customers’ outlook of a company. People (36%) hear about service businesses via word of mouth, search engine results (15%), and social media posts (9%).

Moreover, 46% and 34% of respondents aged 55 and over and 35-54 respectively, heard about a brand through word of mouth. Debra Pokallus, founder of Bel Essence, observes, “Branding gives products an identity.”

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