Subject areaMetrics and measurement
Brand perception is the idea customers and the public form of a brand: what they think and feel about it, regardless of what the company declares.
While brand identity is the message sent, brand perception is the message received, and the two can diverge.
The articles on this site show it from several sides. An excellent online experience reinforces the image of a brand that is attentive and reliable, while excessive or poorly managed flash sales can lead consumers to see the brand as "always on sale", making it hard to sell at full price. Perception is measured by listening to the market, for example with social listening and sentiment analysis, which show which aspects must be monitored and improved.
An example
An electronics retailer running a flash sale every week finds, by listening to online comments, that customers describe it as "always on sale" and postpone full-price purchases while waiting for the next offer.
Related entries
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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