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Brand Perception: What It Is and How to Measure It

Brand Perception: What It Is and How to Measure It

Customers’ perception of a brand is not just an afterthought in a competitive market where there are many options. It is part of the path to success for your company.

Measuring brand perception provides insight into how well your brand strategy is working and where improvements are needed.

If brand perception turns negative, revenue and customer retention are soon to follow.

However, positively impacting brand perception is challenging without first defining it and implementing a consistent tracking process.

In this blog, we’ll learn about what brand perception is all about, how to measure it, and some examples of brand perception.

What is brand perception?

Brand perception refers to how consumers view a brand, encompassing their thoughts, feelings, and beliefs about the company and its offerings.

The brand’s perception among its intended audience, comprising current and potential customers, is influenced by:

  • Word-of-mouth
  • Advertising
  • Media coverage
  • Social media
  • Reviews
  • Interactions with customer service
  • Quality of products and services received

Having a positive perception of a brand has a significant impact on consumer behavior, loyalty, and advocacy, making it crucial for a business to thrive.

Conversely, a negative brand perception can lead to decreased sales and long-term damage to the reputation of a brand.

Importance of brand perception

Positive brand perception impacts companies in several ways.

Enhanced customer loyalty

Consumer loyalty is greatly influenced by the perception consumers hold of a brand.When consumers possess a positive and favorable opinion of a brand, they are inclined to exhibit loyalty by repeatedly engaging with the brand.

This impacts consumers who chose to become customers, so the quality of direct interactions with your company are an important aspect of these customers’ perceptions. Excellent customer service and an easy-to-use website will bring them back for more.

Enhanced brand equity

Brand perception is directly linked to brand equity, which represents the overall value and strength of a brand in the market.

Positive brand perception contributes to enhanced brand equity by establishing a favorable image and creating positive associations.

Enhanced brand equity provides a competitive advantage, allowing the brand to command premium prices and expand its market presence.

Encourages brand expansion

The success of brand expansions depends on how people view the brand, which sets the foundation for introducing new products and services under the same brand name.

When customers already have a positive opinion of the brand, they are more likely to support its expansion. They see it as a natural progression and a reliable addition to the company’s offerings.

This trust reduces the perceived risk of trying something new, which encourages existing customers to explore and benefit from the brand’s latest products.

Therefore, having a favorable brand image not only keeps customers loyal but also facilitates the company’s expansion of goods or services.

Provides partnership opportunities

Positive brand perceptions enhance the appeal of brands to sponsors, collaborators, and business partners.

If the public has positive associations with the brand, not only does its credibility increase, but it also communicates to external parties that it is reliable and trustworthy.

Businesses naturally move towards brands with a favorable image, as these associations can lead to mutual success and create a cooperative association that leverages the strengths of each party involved.

Ultimately, a strong brand reputation enables you to attract like-minded partners and cultivate fruitful partnerships in the business realm.

Aids in increasing competitive advantage in the market

In a highly competitive market, the establishment of a favorable brand perception can effectively set a brand apart from its rivals.

Aids in increasing competitive advantage in the market
Positive brand perception wins the market

Having a brand with a positive reputation means that, when people are looking for products like yours, they’ll try your products first.

Public perception of your company as one with quality products and good customer support will lead even people who have not bought your products to suggest trying them to friends in need.

Encourages word-of-mouth referrals

A positive brand perception plays a pivotal role in word-of-mouth marketing, creating a powerful cycle of endorsement and advocacy.

When customers have a favorable view of a brand, they become enthusiastic promoters, sharing their positive experiences with friends, family, and peers.

This organic form of marketing not only expands the brand’s reach but also builds trust and credibility.

Customer recommendations have the following advantages:

  • Originate from contented customers who are seen as more trustworthy than marketing.
  • Serve as testimony to the brand’s quality and value.
  • Contribute to the establishment of a good reputation that resonates beyond traditional marketing efforts.
  • Directly grow a brand’s customer base.

Justifies higher prices

Companies with a favorable reputation can charge higher prices for their goods and services.

According to Zappia, 90% of customers are prepared to spend extra for products when they come from a brand, they have confidence in.

his is because consumers believe that these brands offer higher quality or unique value, which is rooted in trust.

When people have a positive perception of a brand, they are willing to pay more for its products or services because they view the brand as a symbol of quality, distinction, and reliability.

Brand perception examples

Following are some examples of how brand perceptions have been created and benefit specific companies.


Apple is a prime example of a brand with an optimistic and aspirational image. Its elegant designs, advanced engineering, and superior craftsmanship are well regarded.

The brand is often associated with luxury and technological leadership. Apple has created a loyal customer base who value the aesthetics and quality of its products.

Its unwavering focus on user experience and iconic marketing have solidified its reputation as a pioneer and industry standard, resulting in a strong and positive global brand perception.


Nike has a strong brand image and most consumers have a positive perception of it. It is associated with athletic excellence, innovation, and empowerment.

The “Just Do It” slogan and swoosh logo have come to represent performance, style, and forward-thinking.

Nike’s partnerships with top athletes contribute to its appeal. Despite occasional controversies, the way Nike’s perceived as a source of inspiration and inclusivity has solidified its position as a global leader in sports and athletic apparel.


Zoom is a popular brand for online meetings. It is known for being practical and functional.

Zoom has high brand awareness and is seen as community-centric, always striving to understand and meet its customers’ needs.

It has also cultivated a reputation for its helpfulness. Zoom positions itself as fun and engaging, creating content that drives user engagement.


Tesla is a leader in the electric vehicle market, known for innovation, sustainability, and luxury.

Its brand is built on the reputation for transforming the energy economy and making electric cars accessible and affordable.

Tesla logo

Despite challenges, Tesla remains the top choice for consumers due to its customer base’s strong, persistently positive perception of it as a company.

Aspects of brand perception

Following are some aspects of brand perception:

Quality perception

The perception of a brand’s quality refers to how consumers perceive the overall excellence, reliability, and craftsmanship of the brand’s products or services.

Brands that consistently provide high-quality offerings establish a favorable perception, which can result in customer loyalty, positive word-of-mouth marketing, and customers assigning a greater value to the product or service, thereby justifying a higher price.

Senses perception

The concept of brand perception through the senses refers to how a brand interacts with and attracts consumers through their sensory encounters.

The sensory factors that contribute to the overall brand encounter include:

  • Visual components
  • Product vibe
  • Aromas (sometimes)
  • Sounds

This deliberate engagement of the senses allows for a profound connection with customers.

For instance, a high-end perfume brand might emphasize creating a sensory-filled experience through its packaging, scent, and store atmosphere.

Personality perception

Personality perception is about attributing human characteristics and traits to a brand. Consumers often associate brands with specific personalities, such as being fun, sophisticated, friendly, or adventurous.

This quality enables consumers to either resonate with the brand’s characteristics or envision themselves embodying them.

This perception is shaped by the brand’s communication style, messaging, and overall brand image.

Visual perception

The aspect of visual perception of a brand focuses on how a brand is visually presented and how it attracts consumers through design components.

Example design components are:

  • Logos
  • Colors
  • Packaging
  • Palette

These elements possess the power to impact the way a brand is perceived. A powerful visual brand identity leads to immediate recognition and can elicit emotions or associations.

It enables a brand to distinguish itself and foster stronger connections with its target audience.

Status perception

Perception of brand status is about how consumers view a brand in terms of prestige, exclusivity, and social standing.

Such perceptions can significantly impact consumers’ choices when making purchases, particularly if they perceive the brand as a symbol of social status.

Luxury brands often focus on cultivating a perception of high status to attract consumers who value the prestige associated with owning or using their products.

Brands like Rolex or Mercedes-Benz are often associated with status and exclusivity.

How to measure brand perception

To gain a clearer understanding of your brand’s current reputation and take appropriate actions to improve it, employ the following methods.

Brand perception survey

By conducting brand perception surveys, businesses can gain valuable insights into how the public or esteemed customers perceive their brand and its competitive position.

These surveys can cover various topics, including:

  • Associations
  • General emotion
  • Brand awareness

By systematically gathering and evaluating this data, organizations can make informed decisions to enhance the perception of their brand in the market, improving their image and reputation.

Online reviews

Online reviews help you understand your customers’ perception of your brand.

Monitoring feedback from platforms like Google, Yelp, social media, and industry-specific review sites helps brands gain a comprehensive understanding of their reputation among their customer base.

Online reviews
Online review from customer

Insights from online reviews inform strategies for improving perception among the target audience. This feedback loop is vital in today’s world, where consumer opinions greatly influence decision-making.

According to BrightLocal’s Local Consumer Review Survey found that 87% of consumers read online reviews for local businesses.

Therefore, even smaller companies need to pay attention to what customers think of them or share with potential customers.

Social media monitoring

Social media monitoring uses tools like Hootsuite or Brand watch to track and analyze how your brand is perceived online.

They help businesses examine conversations and interactions related to their brand across platforms, gaining insights into public opinion and consumer discussions.

This information helps companies make informed decisions and build strong customer relationships.

Brand sentiment analysis

The process of brand sentiment analysis involves using advanced techniques such as natural language processing and sentiment analysis tools to analyze written information carefully.

Sources analyzed include:

  • Customer reviews
  • Social media comments
  • Online discussions

This thorough analysis helps more accurately measure the overall positive and negative feelings associated with a specific brand.

Customer satisfaction survey

Customer satisfaction surveys can directly measure how customers view a brand.

These surveys assess brand image, perceived quality, and overall satisfaction.

By using these surveys, companies gain a better understanding of the customer experience and what influences consumer attitudes.

Customer satisfaction survey
Customer service satisfaction survey

Surveys also identify areas for improvement, helping organizations align branding with customer expectations.

This approach provides both quantitative data and qualitative insights into emotional and functional aspects that shape brand perception.

Net promoter score (NPS)

The net promoter score (NPS) measures customer loyalty and brand perception.

It asks one question: “how likely are you recommend our brand to friends and family?” Respondents are grouped as promoters, passives, or detractors based on their answers.

Promoters are enthusiastic supporters, while detractors are less satisfied. By subtracting detractors from promoters, the NPS is determined.

This metric shows the brand’s health and likelihood of positive recommendations. A higher NPS means a better brand perception of current customers. As they share this positive perception, it improves the perception for potential customers.


Interviews are a valuable way to qualitatively measure how people perceive a brand. By talking to individuals one-on-one, researchers can get detailed insights into their thoughts and emotions about the brand.

Open-ended questions allow:

  • In-depth opinions on the brand
  • Specific contributing factors
  • Emotions
  • Associations related to the brand

Interviews also allow businesses to discover unexpected themes and aspects of brand perception that may be missed by surveys or quantitative analysis.

Overall, interviews add depth and qualitative context to complement quantitative data when assessing brand perception comprehensively.

The power of brand perception in today’s marketplace

Understanding and actively managing these perceptions is not just a strategic move but a necessity for any brand aiming to thrive. Perception shapes customer behavior and influences the overall success of a brand.

By actively listening to consumers and adapting strategies accordingly, businesses can effectively navigate the complex landscape of brand perception.

Schedule a live demo to discuss the positive impact of BoldDesk on your brand perception. Start a free trial of  BoldDesk  to see how it could work for you. Please direct any questions to our BoldDesk support team.

We hope you found this blog on brand perception valuable. We’re eager to hear from you. How does your brand work towards enhancing its public perception? Do you have any unique strategies for improving brand perception?

Please share your insights and experiences in the comments section below. Your feedback is greatly appreciated!

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