In today’s competitive business environment, building a strong brand has become a top priority for companies across various industries. Brand perception is one of the key components of branding, and it plays a critical role in shaping how consumers perceive a brand. Brand perception is defined as the way in which consumers perceive a brand based on their experiences with it. This essay will explore the sub-concepts of brand perception, the questionnaire used to measure brand perception, criticisms of the questionnaire, and references that support the sub-concepts.
Sub-Concepts of Brand Perception
Brand perception is comprised of several sub-concepts that help to shape the overall perception of a brand. One sub-concept is brand awareness, which refers to the degree to which consumers are familiar with a brand. Another sub-concept is brand image, which encompasses the overall impression that consumers have of a brand. Brand loyalty is another sub-concept that relates to how likely consumers are to continue purchasing products or services from a particular brand. Finally, brand equity refers to the value that a brand adds to a product or service beyond its functional benefits (Keller, 2003).
Questionnaire used to Measure Brand Perception
To measure brand perception, a questionnaire was developed that includes several sub-concepts. The questionnaire is designed to measure brand awareness, brand image, brand loyalty, and brand equity. The following is an overview of the sub-concepts included in the questionnaire:
Brand Awareness: This sub-concept includes questions that measure the degree to which consumers are familiar with a brand. For example, “Have you heard of brand X?” or “Have you ever purchased a product from brand X?”
Brand Image: This sub-concept includes questions that assess the overall impression that consumers have of a brand. For example, “What words or phrases come to mind when you think of brand X?” or “How would you describe the personality of brand X?”
Brand Loyalty: This sub-concept includes questions that evaluate how likely consumers are to continue purchasing products or services from a particular brand. For example, “How likely are you to recommend brand X to a friend?” or “How likely are you to purchase from brand X again in the future?”
Brand Equity: This sub-concept includes questions that measure the value that a brand adds to a product or service beyond its functional benefits. For example, “Do you think that products or services from brand X are worth the price?” or “Do you think that brand X adds value to the products or services it sells?”
Criticism of the Questionnaire
One criticism of the questionnaire is that it relies heavily on self-reported data, which can be subject to bias. Consumers may not always be truthful or accurate in their responses, which can lead to inaccurate data. Another criticism is that the questionnaire does not take into account the broader cultural and social context in which a brand operates. Factors such as cultural norms and values can influence how consumers perceive a brand, and the questionnaire may not capture these nuances.
References
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall
Questionaire
Brand Perception Questionnaire
Part 1: Brand Awareness
- Have you heard of brand X? a. Yes – 1 point b. No – 0 points
- Have you ever purchased a product from brand X? a. Yes – 1 point b. No – 0 points
Part 2: Brand Image 3. What words or phrases come to mind when you think of brand X? (Open-ended) a. Positive or neutral words/phrases (e.g., reliable, high-quality, innovative, etc.) – 1 point each b. Negative words/phrases (e.g., unreliable, poor-quality, outdated, etc.) – -1 point each c. No words/phrases mentioned – 0 points
- How would you describe the personality of brand X? a. Positive or neutral personality traits (e.g., trustworthy, friendly, professional, etc.) – 1 point each b. Negative personality traits (e.g., untrustworthy, unfriendly, unprofessional, etc.) – -1 point each c. No personality traits mentioned – 0 points
Part 3: Brand Loyalty 5. How likely are you to recommend brand X to a friend? a. Very likely – 2 points b. Somewhat likely – 1 point c. Not likely – 0 points
- How likely are you to purchase from brand X again in the future? a. Very likely – 2 points b. Somewhat likely – 1 point c. Not likely – 0 points
Part 4: Brand Equity 7. Do you think that products or services from brand X are worth the price? a. Yes – 1 point b. No – 0 points
- Do you think that brand X adds value to the products or services it sells? a. Yes – 1 point b. No – 0 points
Scoring Rules and Categories:
Brand Awareness:
- Total score can range from 0-2
- A score of 2 indicates high brand awareness, while a score of 0 indicates low brand awareness.
Brand Image:
- Total score can range from -4 to +4
- A score of +4 indicates a highly positive brand image, while a score of -4 indicates a highly negative brand image.
- A score of 0 indicates a neutral brand image.
Brand Loyalty:
- Total score can range from 0-4
- A score of 4 indicates high brand loyalty, while a score of 0 indicates low brand loyalty.
Brand Equity:
- Total score can range from 0-2
- A score of 2 indicates high brand equity, while a score of 0 indicates low brand equity.
Overall Brand Perception:
- To determine overall brand perception, add the scores from each sub-concept (Brand Awareness, Brand Image, Brand Loyalty, and Brand Equity).
- Total score can range from -8 to +12
- A score of +12 indicates a highly positive overall brand perception, while a score of -8 indicates a highly negative overall brand perception.
- A score of 0 indicates a neutral overall brand perception.