Improve brand perception
Brand perceptions are comprised of 3 elements: attitude; perspective; and consumer views. You can increase brand perception by:
- A current trend is a brand’s eco-friendly state. Brand’s like to be seen as doing good for the environment so doing good environmental things will improve your brand’s perception and, thus, attitude.
- Consumer attitudes are broad. One might, for example, be concerned about stock market shares whereas another might be more interested in research and design. Brands need to take this into account, especially marketers, because marketing campaigns need to chose which attitudes to target within their marketing campaign. This conclusion must be made based on audience data, such as, demographic data and user personas, for instance.
- Consumers buy products to reflect their own self image. Products no longer are just about the products since a product is a reflection of oneself — how do I look with [product-a] or what does [product-b] say about me?
- Our perspective is directly related, unlike attitude and consumer views which are indirectly, to marketing. It is a great idea to make it clear what your product does. What is it used for? What can you do with it? These questions alter our perspective.
- Consumer views
- Post and publish positive consumer views on your assets, such as, a web site, for example. This increases brand perception because other people are, in effect, endorsing your product. If you see a product with 100 positive reviews you are more likely to buy that product.
- It is also important to note that publishing reviews requires consumer permission. You may, however, want to anonymise the information to further increase trust with your audience. It is a good idea to build a picture by including demographic data of who said what, for example, gender, age bracket (30-40), occupation etc. Collectively this persuades consumers to relate to what someone is saying, that is, “this is a good review. They are also female and are a similar age to me. Therefore I value this review more than the others”.
- Get involved with negative reviews. Use social media and other communication channels to get in there and put right negative reviews.
- Views change with: the product itself; packaging; self image; self reflection; culture; gender; age; and other personal circumstances. Products therefore should not be marketed to everybody unless you are a large brand with an established personality, for instance.
It is also important to note that the product itself needs to be good before you start to improve brand perception.
Brand extension or new product?
Marketers often use brand extensions and communicate a key similarity of that product rather than launching a brand new product. For this reason most car dealers, for instance, will release various models, marketing them as a family and as ‘comfortable drives’, rather than marketing a new car as a, literally, new car. Grouping cars in this way also helps reduce costs, such as, research and development because the research is largely similar for similar products.
The emotions an advert sparks affects perception. Positive emotions (e.g. happy or pleased) cause our brain to become focused whereas negative emotions (e.g. sad or angry) cause our mind to wonder and drift off.
When watching an advert: (1) our emotions are triggered; (2) we develop an attitude towards that ad; (3) this influences whether or not we will buy that product. Combining emotions with advertising allows marketers to produce even more powerful adverts.
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Posted by Gerald Murphy
- Batra, R. and Ray, M.L. (1986) ‘Affective Responses Mediating Acceptance of Advertising’. Journal of Consumer Research. 13(2) pp. 234–249
- Guthrie, M. Kim, H. and Jung, J. (2007) ‘The effects of facial image and cosmetic usage on perceptions of brand personlaity.’ Journal of Fashion Management and Management. 12(2) pp. 164-181
- Lee, J.S. Role of Attitude Toward Brand Advertising on Consumer Perception of a Brand Extension. Association for Consumer Research. 22. Edited by Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research.