3 Steps of Building Brand Perception

Authors

  • Chan Dajasvanong Program in Advertising and Public Relations Technology, Faculty of Mass Communication Technology, Rajamangala University of Technology Phra Nakhon
  • Antica Soranunsri Happy Space Group Co., Ltd.

Keywords:

Brand Perception, Brand Domain, Brand Reputation, Brand Affinity

Abstract

Brand perception is the sum of feelings a consumer has about a brand. Brand perception comes from customer use, experience, functionality, reputation and word of mouth recommendation - on social media channels as well as face to face. Moreover, Brand perception also can play into the product's success. Therefore, the knowledge of building brand perception is important to Integrated Marketing Communication planner. There are 3 steps of building brand perception as follows: the first step is to determine Brand domain, the second step is to create Brand reputation, and the third step is to build Brand affinity or strong relationships with customers.

References

Brandwatch. (2020). The Importance of Brand Perception. Available from URL: https://www.brandwatch.com/blog/marketing-the-importance-of-brand-perception/
Gelder, S. (2012). Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures Markets, Kogan Page US, Virginia, US
Gregorio, J. (2017). The Key Differences between Brand Perception, Awareness and Recall. Available from URL: https://cjgdigitalmarketing.com/the-key-differences-between-brand-perception-awareness-and-recall/
Ingleheart, R, Basanez, M, and Moreno, A (2004) Human Values and Beliefs: A cross-cultural Sourcebook, Cerro Del Agua, Mexico
Kapferer, J. (2012). Strategic Brand Management, Kogan Page, London, UK
Qualtrics. (2020). What is Brand Perception?. Available from URL: https://www.qualtrics.com/experience-management/brand/brand-perception/,
Spacey, J. (2017). 7 Types of Brand Perception. Available from URL: https://simplicable.com/new/brand-perception
Watson, J. L. (2006) Golden Arches East: McDonald’s in East Asia. Standford University Press, Stanford, California, US.

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Published

2020-06-26

How to Cite

Dajasvanong, C., & Soranunsri, A. (2020). 3 Steps of Building Brand Perception. Journal of Mass Communication Technology, RMUTP, 5(1), 79–86. retrieved from https://so05.tci-thaijo.org/index.php/jmctrmutp/article/view/251884

Issue

Vol. 5 No. 1 (2020): January-June

Section

Academic Articles

License

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