Marketing is not a war of products and prices, but of perceptions. That is why the end customer is the one who is at the center of any strategy. In fact, perception marketing has shown that the best product is not the one that sells the most, but the one that generates a positive or familiar perception in the consumer's mind.
A clear example comes from cola soft drinks. When you peru number screening order a Coke and it is served in a glass, it does not taste the same as if the customer had seen the can or bottle from which the drink came. And yet, in a blind tasting of cola soft drinks, most would not be able to differentiate Coke from the rest of the drinks. In fact, experiments that have been carried out using this same procedure have concluded that even Pepsi is the tastiest soft drink.
However, in a second phase, with the bottles packaged and visible, those who try Coca Cola choose it as the tastiest and most refreshing drink. How is this change of opinion possible?
Perception marketing is responsible for changing users' choices. Since a single procedure can generate millions of different perceptions , perception marketing is responsible for persuading the user to perceive that idea in the way the company wants.
All about perception marketing
perception marketing
In the world of marketing, preconceptions about a product or brand are one of the most powerful tools you can use. That's why it's so important to build a solid online reputation and have a crisis plan in place in case something goes wrong.
The opinion that a user may have about any fact/product is created from perception. This is how that user will create his own truth or reality. The law of perception shows the human characteristic of assimilating the opinion of a group over the individual . Although in each sector, perception marketing is reflected differently.
For example, how do you think perception marketing works in the automotive world ? The perception of a good quality product is essential when it comes to selling. That is why many of the best German brands have worked on perception marketing so that the audience assimilates the idea: " German cars are the best mechanically."
As a result, if a consumer of a German car brand finds that his car breaks down immediately after purchasing it, the failure will be associated with bad luck. The perception that German cars are strong and of quality is so ingrained in the minds of the user that a perception and image of the brand is generated that is almost indestructible.
What is brand perception and why does it matter so much?
Brand perception is shaped by a number of factors. From how a customer feels treated by a company to how they feel about its marketing. Not to mention how their friends and family perceive them.
A positive brand perception means that the audience has a positive disposition towards a brand. Therefore, they are more likely to seek it out and choose it over the competition .
Not only will negative brand perception make consumers more likely to turn to rival brands , but those users are more likely to invite others to share unfavorable opinions , fueling additional negative sentiment.
No matter how big a brand is, the real verdict is in the hands of the public. Both consumer perception and the way consumers perceive themselves in relation to the brand's products and services are essential parts of data-driven marketing .
Perception Marketing: How to Change the Perception of a Brand
Brands trigger immediate reactions in consumers. In fact, they can make you feel valued thanks to an excellent experience with them. Or you can perceive them as poor quality if you remember their poor or unoriginal advertising.
User perceptions about a brand are difficult to change. But perception marketing is focused precisely on this. However, for it to really work, the company in question must demonstrate that it understands its target and is listening to what it has to say.
That’s why social listening is a crucial step in the entire process. It’s the data that will provide you with the fundamental truths you need to uncover in order to transform the perception of your brand. Here are three ways to do it.
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