What is Brand Perception and How Can You Measure It?

What is Brand Perception?

  • Visual: Instantly-recognizable logos and high budget, entertaining commercials. Think Coca-Cola and Nike for example.
  • Auditory: Catchy musical jingles or catchphrases that make their way into popular culture.
  • Olfactory: Our sense of smell has a remarkable ability to trigger memories and emotions.
  • Taste: Free samples or special offers to taste new products.
  • Emotional: Heartstring-tugging/Christmas TV ads.
  1. Focus groups and forums
  • A customer satisfaction (CSAT) survey measures customer health and sentiment by asking customers targeted questions. It’s usually sent after a specific customer experience — like a purchase, customer support interaction, or store visit.
  • Net Promoter Score® (NPS®) measures customer loyalty with a simple question: How likely are you to recommend us? The NPS survey is typically sent at specific stages of the customer lifecycle and is a fantastic way to identify brand advocates or brand detractors.
  • Which social media platforms are growing the brand most (and least)
  • The type of content that gets the most views
  • The number of mentions and shout-outs of the brand, often in real-time
  • Reviews and comments
  • Influencer reach
  • Which paid content performs best

Final Word

Brand perception can often be a mystery to companies, but it doesn’t have to be. Companies can monitor brand perception and affect enormous change by combining customer surveys with the other tools and processes above.



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