The Brand Perception Tool

Abstract

Strategy Question: How do we effectively communicate our brand to our customers and our market?

Summary: Many firms have a sense of the organization’s “brand.” We define brand as “the promise of an experience” to the customers. Firms need to identify the elements of the customer experience that are valued by the customer and determine the brand experience the organization wishes to convey is consistent with the experience of the customer. This tool uses a simple survey process methodology to determine whether the brand experience the organization wishes to convey is consistent with the experience of the customer. A simple X/Y chart is used to array the firm’s offerings based upon the customer’s perception of the brand experience. Comparisons with competitive firms can be included in the analysis. The results provide insight into the effectiveness of promotional and communication efforts intended to develop brand awareness among customers.

Citation

Fairbanks, S. and Buchko, A. (2018), "The Brand Perception Tool", Performance-Based Strategy, Emerald Publishing Limited, Leeds, pp. 221-232. https://doi.org/10.1108/978-1-78743-795-120181019