The Impact of Brand Perception on Product Marketing

Empowering Brands through Insightful Market Research

In today’s tough market, how people see a brand really matters for a product to do well. A recent study found that more than 90% of shoppers think about what they think of a brand before buying something. Basically, how someone feels about a brand can really affect whether they’ll buy the product and keep buying it.

Especially with social media being so big now, where people can easily share their opinions online, it’s even harder to make people see your brand in a good way. It means understanding what customers want, making your brand stand out, and being consistent in how you show your brand everywhere.

That’s where market research comes in. It gives us useful info about what customers think, feel, and do, which helps us make our brand better. By using market research, companies can get ahead by really understanding their customers and making their brand strong and unique.

In this blog, we’ll talk about how brand perception affects selling products and share some tips from market research that Product Marketing Managers can use to make sure people see their products in a good way.

Understanding Brand Perception

Brand perception is all about how people see and judge a brand. It’s based on what people have experienced, what they connect with the brand, and what they believe about it.

The idea of “brand perception” was introduced by David Aaker, a branding expert, in his book “Managing Brand Equity” in 1991. Since then, understanding how people perceive brands has been really important in marketing.

Brand perception is influenced by several factors, such as product quality, customer experience, and advertising. A study by PwC found that 73% of consumers believe product quality is the most important aspect of a brand. On the other hand, poor customer experiences can harm a brand’s reputation, with 86% of consumers willing to pay more for better service, according to NewVoiceMedia.

Advertising also plays a big part in shaping how people see a brand. For instance, Nike’s “Just Do It” campaign portrays the brand as motivating and empowering.

Yet, brand perception isn’t just about what the company does. External factors like media coverage and word-of-mouth also matter. For example, when AirAsia had a safety incident, it faced negative publicity and social media attention. But by reacting fast, addressing concerns, and improving safety measures, AirAsia managed to maintain its brand perception and keep growing.

Understanding brand perception is key for Product Marketing Managers. By knowing how it forms and what influences it, companies can create smart marketing strategies to keep their brand image positive.

The Impact of Brand Perception

Brand perception has a big impact on how well a product does. If people see a brand in a good way, it can mean more sales, a bigger share of the market, and customers who keep coming back. But if the brand has a bad reputation, it can really hurt the product’s success.

One study showed that brands with a good reputation do about 20% better than those with a bad one.

Also, a report by Deloitte found that customers are willing to pay more, up to 16% extra, for products from brands they trust.

Take Cadbury, for example. It’s known for its top-quality chocolate and brings up feelings of luxury and happy memories. This has helped Cadbury stay on top in the UK’s chocolate market, even with lots of competition.

Similarly, in Singapore, Shangri-La Hotels has made people see it as a place for luxury, great service, and attention to detail. This helps it stand out from other hotels and attract fancy customers.

Brand perception really matters for how well a product does. When companies make sure people see their brand in a good way, they can do better than their competition and get customers who keep coming back. If Product Marketing Managers get how brand perception works, they can come up with smart marketing plans that play up what’s good about their brand and fix any problems.

Conducting Market Research

Market research is super important for getting how people see your brand and understanding what customers do. There are different ways to do it, like surveys, focus groups, and keeping an eye on social media.

Surveys are pretty common. You just ask customers questions about what they think of your brand. You can do this online or face-to-face, and you can tailor the questions to fit different groups of customers.

Focus groups are another way. You bring a bunch of customers together to talk about your brand. This helps you understand how they see it and what they like or don’t like about it.

Then there’s social media monitoring. You keep track of what people are saying about your brand online. This helps you see how they feel about it and spot any problems or trends.

By doing market research, Product Marketing Managers can really get what people think about their brand. This helps them come up with smart marketing plans that match what customers want.

Interpreting Market Research

Understanding market research findings is crucial for getting insights into brand perception and figuring out how to market products better. First, brands need to spot the main themes and trends in the data. Then, they should compare different findings to see if there are any differences or things that don’t quite add up.

Once they’ve figured out the main themes, brands can use the findings to plan their product marketing. For instance, if the research shows that customers see the brand as not very good quality, the company might work on making better products and changing how they talk about their brand to show it’s high-quality.

Market research can also help brands see what customers are getting into now. For example, if the research shows that more and more customers care about being green, the company might start making products that are eco-friendly or talk more about how they’re helping the planet.

Market research isn’t just about understanding what customers think; it’s also about finding ways to stand out. If research shows that customers really care about great customer service, a company might focus on making their service top-notch to set themselves apart from others.

Interpreting market research findings is key for getting what customers want and coming up with smart ways to market products. By spotting the main themes and patterns, companies can use research to meet customer needs, find ways to stand out from the competition, and stay on top of what customers are into.

Calculating Brand Perception

Measuring brand perception isn’t one-size-fits-all, but Product Marketing Managers have a few methods they can use.

Customer satisfaction is a big one. By asking customers how happy they are with the brand, managers can see what people think. For instance, a hotel might look at guest reviews on sites like TripAdvisor to see if guests are happy with their stay.

Brand awareness is another thing to measure. This means how many people know about the brand and get what it’s all about. Companies can use surveys or other ways to see how well-known their brand is compared to competitors. For example, a new online store might do a survey to see if people know about them compared to other online shops.

Then there’s brand loyalty. This shows how much customers stick with a brand. Managers can track this by looking at things like how often people buy from them or how long they stay as customers. For instance, a service that people subscribe to might check how many subscribers stick around over time to see if they’re doing a good job keeping customers happy.

There are signs that brand perception might be going down, like bad reviews, people talking badly about the brand on social media, sales dropping, or fewer loyal customers. By keeping an eye on these signs, marketers can step in and fix any problems that might be making people see the brand in a bad way.

For instance, in fashion, if a brand starts getting bad reviews or sales go down, it might mean people aren’t liking the brand as much. So the brand might change up how it advertises, make better products, or focus on giving better service to make customers happier and win them back.

Looking at things like customer satisfaction, brand awareness, and loyalty can really help see how people see a brand. And watching out for signs that the brand’s image might be getting worse can help companies fix any issues and make the brand better over time.

Brand Perception and Product Launches

Brand perception plays a critical role in the success of product launches. A strong brand perception can build excitement and anticipation for a new product, while a weak one can pose challenges in gaining market traction.

Product Marketing Managers need to use their brand perception and market research to guide their product launch strategies for success. Understanding customer preferences and trends through research helps in developing products that match these preferences. Leveraging brand perception ensures that products meet customer expectations, creating buzz and excitement around the launch.

To make the most impact with a product launch, companies should focus on crafting a compelling brand story and messaging that resonates with the target audience. This messaging should highlight the product’s unique benefits and how it fulfills customer needs and desires. Market research aids in understanding the audience deeply, enabling marketers to create relevant messaging.

A classic example of leveraging brand perception for a successful product launch is Apple’s iPhone release in 2007. Apple’s strong brand perception of innovation, design, and quality created significant anticipation and buzz for the iPhone. Consequently, the product gained substantial market share and built a loyal customer base.

In summary, brand perception greatly influences the success of product launches. Through market research and understanding their target audience, companies can develop products that align with customer preferences and generate excitement for the launch. Crafting a strong brand story and messaging further establishes a meaningful connection with the audience, positioning the company as an industry leader.

Managing Brand Perception

Managing brand perception is an ongoing task that demands a keen grasp of customer preferences and trends. To uphold a favorable brand image, companies must consistently provide top-notch products and services, prioritize customer service and support, and handle negative feedback promptly and effectively.

A pivotal tactic in managing brand perception is the consistent delivery of superior products and services. This involves dedicating resources to product development and quality control, guaranteeing that offerings meet customer standards, and continuously innovating to maintain a competitive edge. Through the provision of high-caliber products and services, companies can cultivate a robust reputation and nurture a positive brand perception over the long term.

Investing in customer service and support is indeed crucial for managing brand perception. This involves offering prompt and efficient customer assistance, addressing customer needs and concerns proactively, and continuously refining the overall customer experience. By prioritizing customer service and support, companies can foster customer loyalty and enhance brand perception.

When it comes to negative feedback, which is inevitable for any company, it’s vital to respond promptly and effectively. This entails acknowledging the customer’s concerns, resolving the issue directly, and implementing measures to prevent similar occurrences. By handling negative feedback adeptly, companies can showcase their dedication to customer satisfaction and build trust among their customer base.

A notable example of brand perception management is McDonald’s in the early 2010s. Faced with declining brand perception linked to concerns about the healthiness of its menu, McDonald’s responded by introducing healthier options like salads and fruit smoothies to cater to health-conscious consumers. Additionally, they focused on improving the overall customer experience by renovating restaurants and implementing digital ordering systems. These actions helped McDonald’s regain trust and improve its brand perception.

Brand perception is crucial for the success of any product marketing strategy. Product Marketing Managers need to grasp how brand perception is created, its impact on consumer behavior, and how to measure and manage it effectively to ensure their products and services connect with customers and drive desired business results.

Market research serves as a valuable tool in understanding and shaping brand perception. Through methods like surveys, focus groups, and social media monitoring, companies can gain insights into customer preferences and behavior. These insights can then inform product development, marketing campaigns, and strategies for enhancing the customer experience.

Successful brand management entails a dedication to quality, innovation, and customer service. By consistently delivering high-quality offerings, investing in customer support and engagement, and responding adeptly to feedback, companies can foster a positive brand perception over time. In doing so, they position themselves as industry leaders, earning trust and loyalty from their customer base.

Key Takeaways:

1. Brand perception is vital for the success of product marketing strategies.
2. Market research is essential for understanding and influencing brand perception.
3. Effective brand management necessitates a focus on quality, innovation, and customer service.

As a global market research firm, Kadence International specializes in assisting companies with navigating brand perception and consumer behavior complexities. With expertise in various research methods and a profound understanding of diverse markets and industries, we offer insights and guidance necessary for success. Request a proposal from us today.