Brand Perception

Brand Perception

A brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.Branding began as a way to tell one person's cattle from another by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

People have different ideas of what the word “brand” means. To some a brand is a logo, to others a slogan, and to others it represents the people, products, or services of a company they see in the media. Brands also seek to leverage popular culture by teaming up with celebrities. And some brands are so strong that they are not just influenced by popular culture but they also play a part in influencing it. Brands like Google and Facebook have shaped the world in which we now live and earned unique status in the minds of many as a result.

Brand perceptions are much more often created by the product or service experience itself than from marketing communication. Marketing communication is much more effective in building brand awareness than it is in creating or changing brand perceptions.  That is not to say that marketing communication cannot be used to help change perceptions, but it can’t do it alone and it can’t do it in the absence of real changes in the product or service experience.
 So, when a brand perception is negative and requires a change, that change is likely to include one or more of the following:

• competitive strategy
• business model
• vertical or horizontal integration
• hours
• pricing strategy
• distribution strategy
• product functions, features and styling

No doubt about it change is hard. Humans resist change until they absolutely have to. Like a bad habit, you won’t kick it until it threatens your very existence. So it is with changing a brand’s perception in the minds of customers.

Once a customer’s mind is made up about a brand it’s next to impossible to change it. Marketers embarking on the journey of brand transformation must recognize it's an inside-out process not for the faint of heart.

Regards,
amrita Kumari ( BBA, MBA)
Junior HR Executive
www.AeroSoftCorp.com
www.AeroSoft.in
www.AeroSoft.co.in
www.AeroSoftseo.com
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