![]() ![]() For example, a new smoothie shop might offer free samples of the shop's signature flavors during a grand opening event. Besides highlighting the taste of their product within their ads, companies might incorporate free samples into their campaigns to boost this type of brand perception. This may be common for restaurants, drink companies and food suppliers. ![]() Tasteįor certain brands, customers may use their sense of taste to shape brand perception. ![]() For example, an advertisement for a chain that sells cinnamon rolls might highlight the smells of cinnamon and vanilla that fill each store location. Restaurants and bakeries might also emphasize the aroma of their products in marketing content, reminding customers of the way the store smells. Including free perfume samples in magazines is one popular way to build brand perception and give customers a preview of the product. Related: 20 Types of Emotional Appeals in Advertising SmellĪppealing to the consumer's sense of smell is a powerful way to build brand perception, especially for restaurants, food products and products that include perfume. Along with other marketing campaigns and customer services policies, the commercial can cause customers to view the company as family-friendly and compassionate. For example, an advertisement for an arthritis medication might use video of patients playing with their grandchildren and sentimental music to make viewers think of their own family when they watch the commercial. Often, creating an emotional appeal means combining sounds, images and other elements. Marketers often use emotional appeals to encourage their audience to form certain opinions about the products or services they're advertising. Related: What Is Brand Recognition? (Definition, Importance and Tips) Emotions Consumers might associate the brand with upbeat, cheerful music. For example, a popular ice cream treat might have a catchy commercial jingle that appeals to the brand's core audience of children. While every brand has its own unique personality, brand perception often includes some or all of the following elements: SoundĬreating memorable jingles, slogans and catchphrases to accompany images of a product or service can help create brand perception through sound. Related: 32 Branding Statistics and Factors (With Definition) Elements of brand perception Personal experience with the product or serviceĮxperiences with websites and online stores Word-of-mouth reviews from trusted sources Some things that influence brand perception include: Several factors can shape how a customer views a specific brand. Related: What Branding Is and Why It's Important What factors influence brand perception? For example, if a fashion brand has a reputation for luxury and high cost, the company's marketers might find it difficult to rebrand the company as affordable. Though it's possible to change brand perception through a larger marketing strategy, it may be more difficult to accomplish once consumers form a widespread perception of a company. They may form this perception through personal interactions or other methods.īrand perception can be positive, negative or neutral and it can influence a product's or service's success. Though a business can control the messaging that shapes these ideals through things like product development, packaging and public relations, the consumer is the person who creates their own brand perception. What is brand perception?īrand perception combines the feelings, experiences and attitudes that a customer has about a product or service. In this article, we discuss what brand perception is, explain why it's important and provide specific ways you can measure and improve a company's brand perception. If you're a marketing or advertising professional, learning about brand perception can help you create marketing content that appeals to consumers. Positive brand perception can promote customer loyalty and help a company grow its customer base. Brand perception refers to the way consumers and potential customers think of a company. ![]()
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