Measuring Brand Perception
Brand perception is measured using various criteria like customer surveys, social media platforms, etc. Some of the measuring criteria are:
1. Customer surveys: This technique can help a business to grow and strengthen its brand among its customers. It is an effective and efficient branding tool that allows companies to measure brand perception linked to overall branding tools. Many approaches can do customer surveys. These approaches are as below mentioned:
Customer satisfaction survey: This survey will allow firms and businesses to measure customers ‘ experience after purchase. Ultimately it helps customers to attract more customers. These surveys can be done online.
Net promoter score: This approach measures how likely a customer will recommend the particular brand, which focuses on customer loyalty.
2. Social Media Platforms: If businesses want to know what consumers are saying and thinking about them, then social media is a perfect example to monitor the customers and their brands. People don’t hesitate to use social media to track brand mentions and reactions on Facebook, Twitter, Linked In, and Instagram to analyze their social media performance. Knowing that people are talking about the brand, they can respond quickly and enable faster growth and participation across social channels.
3. Traffic on a business’s website: Brand perception plays a vital role in a company’ s profit. And nowadays, people are more engaging in online shopping rather than offline. Companies should measure how attractive their website is to the customers. There are so many free tools for analyzing websites that companies can use. Using their firms can calculate how much customers are interacting with their brand, and firms can take corrective actions to make their site engaging.
Importance of brand perception
Several points of importance of brand perception are enlisted below:-
At last, what matters in a business is customers and their opinions by brand perceptions companies can get to know their customer’ s impact on the brand.
Positive brand perceptions mean customers are satisfied with the business over another competitor’ s business.
Once businesses have worked out brand perception, they will get to know which things are making their customers stick to their brand and act on their findings.
Companies that maintain brand perceptions have a full view and understanding of their brand category and the trends they are following.
It helps companies to study the other competitors in the market. They will know what their competitors are doing, whether it is working or not. By this, they will learn how to apply these learnings to their brand strategy and planning.
The Perfect Time
The perfect time to run a brand perception study is when a brand has been out in the market for a very long time. It becomes reasonable to make people aware of it. If they never heard about a brand, they would not have any opinion or perception about it. Businesses should run this study when they are planning any new marketing strategy to get to know about their existing strengths and weaknesses. It is also helpful for companies going for funding or approaching strategic partnerships because it will allow businesses to prove the worth of their brands outside the company.
Key Takeaways
Brand perceptions are the sum of emotions a consumer has about a particular brand.
From product development and packaging to social engagement, brand perception is the top measurement bar representing any product’s presence.
A brand is a set of expectations, memories, stories, and relationships which combine to support the decision to choose a particular company, product, or service.
Brand perception is measured using various criteria like customer surveys, social media platforms, traffic on the website of a business, etc.
The perfect time to run a brand perception study is when a brand has been out in the market for a very long time.
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