What Factors Affect Brand Perception?

Brand awareness is an important part of brand equity, and it is a standard for measuring consumers' awareness and understanding of the meaning and value of the brand. Brand recognition is a manifestation of a company's competitiveness, and sometimes it becomes a core competitiveness. Especially in the mass consumer goods market, the quality of products and services provided by competitors is not much different. At this time, consumers will tend to Make purchase decisions based on brand familiarity

Brand Awareness

Brand awareness is an important part of brand equity, and it is a standard for measuring consumers' awareness and understanding of the meaning and value of the brand. Brand recognition is a manifestation of a company's competitiveness, and sometimes it becomes a core competitiveness. Especially in the mass consumer goods market, the quality of products and services provided by competitors is not much different. At this time, consumers will tend to Make purchase decisions based on brand familiarity

Chinese name

Brand Awareness

Foreign name

Brand awareness

Belongs to

Brand Equity

Function

Measuring consumer awareness and understanding of the brand

Variance: Represents the differences between brands. The strength of this indicator is directly related to operating profit margin. The greater the difference, the lower the degree of homogeneity of the brand in the market, the more the brand has the bargaining power. The difference is not only reflected in product characteristics, but also in the image of the brand.

Relevance: Represents the suitability of the brand to consumers and is related to

Many products in the Chinese market are now in the mature stage, and it is no longer the time to choose who is famous. At this time, if you want to become more famous, it is difficult to make your brand recognized by the consumer groups corresponding to the product. Because many products are well-known at this time, why choose you instead of others? At this time, consumers will not make choices based on well-known names, but on who they are.

Brand perception, intuitive understanding is "how much does the audience know about this brand". The seemingly simple problem is just a very wide-ranging subject that involves almost every aspect of the enterprise. Its evaluation standards are more complex, multi-latitude and multi-angle. Each company's situation is different, and everyone's understanding is very different. Many market practitioners always feel confused and helpless about how to deconstruct, understand and execute the brand recognition stage, which often results in the lack of this important link in the brand building process, leaving the brand only at the stage where the brand is well-known and cannot be achieved The long-term value of the brand.

For brand recognition, use the brand matrix:

1. Every commercial brand includes two major elements: core cognition and extended cognition, which complement each other. Core cognition refers to the most unique and individual elements in brand connotation; extended cognition refers to some brand elements that are not particularly critical but cannot be ignored.

Second, from the perspective of the audience, each commercial brand will resonate in the audience's mind in two types: emotional and rational. The two support each other. Audiences always know your brand emotionally before they go deeper into reason.

3. Therefore, brand cognition can be deconstructed into two dimensions, one is: core cognition and extended cognition, and the other dimension is rational cognition and perceptual cognition. Therefore, through the cross-division of these two latitudes, brand recognition can be divided into four quadrants.

Fourth, the various elements of the brand are sorted and summarized, and they can be put into the four quadrants.

5. For a certain brand, only four quadrants with sufficient and positive content can be called success. Conversely, if there is no content to fill in a quadrant, or the content is negative, then the next step of brand building funding should be tilted towards this quadrant.