The data from Brandwatch allowed them to deliver a regionally tailored experience for customers, making real world changes to stores to improve brand perception at a local level. Londoners were happier with the digital stores but were quick to complain about queueing, whereas customers from the North of England commented positively on the human touch and great customer service. With Brandwatch, you can segment the data by gender, professions and interests, giving you a detailed overview of the people talking about you.įor example, by looking at location data, UK retailer Argos was able to track the conversation and sentiment around the rollout of digital only stores, replacing their traditional catalogs with iPads. It’s not just about what people are saying, but who is saying it.Įvery person’s experience of your brand will be different, but there may be some common themes that social listening can uncover.įortunately, information collected from social listening comes fully hydrated with data that will tell you more about the people behind the conversations. Knowing your customers, things like their general age, gender, location, language, professions and interests, is vital when considering what shapes your brand perception. Measuring the brand perception of your competitors can help you understand where your strengths and weaknesses lie. Of course, brands rarely exist in isolation. Social listening platforms, like Brandwatch, allow you to measure the sentiment of the talk around your brand, products and campaigns.Īnalyzing conversations with negative sentiment will help you identify the various customer issues that could be harming your brand perception.īy looking at these metrics over time, you can work out what causes spikes in the conversation around your brand, and how perception changes over time. These insights can then be used to help support initiatives to reshape and increase brand perception. The inherent traceability of social networking sites means you can start from nothing and quickly build a thorough picture of your brand that reflects the current reality.īy analyzing social conversations, brands can better understand what aspects are contributing to their perception. One of the easiest ways to research what people are saying about your brand is to use social listening to find relevant brand mentions within the billions of unedited online conversations. Surveys and focus groups can form an important part of any strategy in measuring and improving brand perception. Regardless of your message, whatever people are thinking and saying about your brand, that is your brand. However, this image may be more reflective of their aspirations for the brand, rather than the reality of public opinion.īrand perception is owned by consumers, not brands. The amount and frequency with which people share has correspondingly increased.īrand owners may feel they understand exactly what their brand represents. The avenues available for people to share have massively increased with the rise of social media. This perception is in part formed through shared experience. This is necessary to make sense of what has become a very competitive market. Seth Godin defined a brand as a set of “expectations, memories, stories and relationships” that in combination drive the decision to choose a particular company, product or service.īasically, it’s primarily a mental creation, which helps consumers to understand a company over another.
There are many competing definitions of what ‘brand’ actually means.
What do consumers believe the brand represents? What is their view of its products and services? How does this perception compare with competing brands and the wider market? What actually is a brand?
#BRAND PERCEPTION DEFINITION HOW TO#
If we want to know how to increase brand perception, we first need to understand what those opinions are. Customer opinion is more influential than ever in determining brand perception. The ability to share information instantly has democratized perception of brands.
0 kommentar(er)
