{"id":3306,"date":"2017-04-21T09:51:44","date_gmt":"2017-04-21T13:51:44","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=3306"},"modified":"2019-09-17T10:11:01","modified_gmt":"2019-09-17T14:11:01","slug":"are-you-happy-with-customers-perceptions-of-your-brand","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/are-you-happy-with-customers-perceptions-of-your-brand\/","title":{"rendered":"Are You Happy with Customers\u2019 Perceptions of Your Brand?"},"content":{"rendered":"

To say that 2016 wasn\u2019t the best of years for tech giant Samsung is probably putting it mildly. <\/span>After <\/span>several Galaxy Note 7 smartphones were reported to have overheated, caught fire or exploded\u2014with The Federal Aviation Administration (FAA) and The Department of Transportation (DoT) banning Samsung\u2019s Note 7 smartphones from all U.S. domestic flights due to safety concerns\u2014Samsung was forced to issue a global recall of the phones in September. Replacement phones were subsequently recalled due to further problems and production ended<\/span>.<\/span><\/p>\n

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Then, just a month <\/span>after one of the biggest embarrassments the brand had ever faced,<\/span> Samsung\u2019s woes continued with washing machines<\/span>; some units of Samsung\u2019s top loading washing machines had been exploding (a la Note 7) and injuring users. <\/span><\/p>\n

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Samsung Brand Perception Plummets<\/b><\/p>\n

Meanwhile, two key brand perception metrics from polling company YouGov BrandIndex revealed perception of Samsung\u2019s entire brand had toppled. Samsung’s recommend score\u2014a measure from 100 to -100 of whether people are likely to recommend the brand to friends or tell them to avoid it\u2014dropped in the U.S. from 46 in June to 29 in October.<\/span><\/p>\n

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The brand’s purchase consideration\u2014in which survey participants are asked to pick the brands they will consider when they are next in the market to buy a specific product\u2014fell to 31% from 42% in the same period.<\/span><\/p>\n

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Customers\u2019 Perception is Your Brand\u2019s Reality<\/b><\/p>\n

Brand perception metrics answer the question, <\/span>\u201cWhat do customers think and feel about my brand?\u201d<\/span><\/i> Measuring and quantifying customers\u2019 and prospects\u2019 perceptions lets you understand where your brand stands in the market relative to your competitors, and enables you to determine whether customers are likely to purchase your product or service, recommend you to others, or turn to the competition.<\/span><\/p>\n

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Brand perception encompasses the sales process, product or service quality, value, and customer service. If your customers perceive you positively, they are much more likely to continue engaging with your brand. And the more positively they perceive you, the more likely they are to be evangelists for your brand. Conversely, if your customers have a negative perception of your product or brand, they are more liable to choose your competitors or even warn other potential customers away.<\/span><\/p>\n

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Brand Perception Impacts Your Bottom Line<\/b><\/p>\n

Companies often assume they know how their customers feel about them. But customers make judgment calls about your brand across multiple touchpoints along the purchase journey\u2014when they read an online review, make a purchase, talk to employees, read a news story, or hear about a friend\u2019s experience. All of these interactions, combined with your messaging, form a customer\u2019s brand perception. With reliable measurement, you can get an honest look at the factors driving and damaging brand loyalty.<\/span><\/p>\n

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Survey Your Customers<\/b><\/p>\n

A quality brand perception survey can tell you why your customers are, or are not, choosing you. It can also tell you what your customers are likely saying about you on social media and in face-to-face conversations. <\/span>You can effect enormous change by combining brand perception surveys<\/a> with other tools and processes (online reviews, social media posts, etc.).<\/span><\/p>\n

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Sogolytics\u2019s<\/span><\/a> Customer Surveys are the perfect tool to measure and manage brand perception. There are a variety of customizable survey<\/a> types that capture feedback at critical moments of the customer journey, including:<\/span><\/p>\n