Brand perception refers to the sum of consumers’ feelings, experiences and thoughts about a product or service.
While brand perception may be a mental association that consumers share with the brand, marketers need to focus on enhancing it to create an emotional connection with their audiences. Paying attention to brand perception is crucial because the more highly audiences think about a brand, the more loyal they become to it.
Marketers can conduct brand perception surveys to understand what people think about the brand. Such surveys can ask questions like what words the respondents might use to describe the brand or how likely they are to recommend the brand to others. Similarly, marketers can track online mentions of the brand in social media comments, online reviews or through relevant hashtags.
Brands can even directly collect data from customers on matters like how they evaluate the brand’s product and eventually make a purchase decision. By doing so, brands can gather insights to inform their efforts in shaping brand identity, creating impactful marketing campaigns, and aligning with evolving consumer perception.
[6 minute read]
