7 Types of Brand Perception

John Spacey, updated on July 14, 2017

Brand perception is the reality of how customers view your brand. Where brand identity is the image a brand is trying to build, brand perception is the current image that exists in the minds of target customers. The following are common types of brand perception.

Quality

How well your products fulfill customer needs. For example, a mobile device that is durable, useful and usable.

Value

The amount of quality relative to price such as a mobile device that is perceived as high quality but overpriced.

Visual

The visual appeal of the brand including products and services.

Senses

Beyond visual appeal, smell, taste, touch and sound can make an impression. For example, shampoo that smells good.

Personality

A customer's overall impression of your brand may be described with the same concepts that are used to describe people. For example, a brand may be thought of as friendly, reliable or stylish.

Reputation & Legacy

Perceptions of the behavior, values and history of a firm.

Status & Culture

The social status and culture that surrounds the brand. For example, a brand that is associated with sailing or snowboarding subcultures.

Overview: Brand Perception
Type	Brand Experience
Definition	The reality of how customers view your brand.
Related Concepts	Brand Experience » Branding » Brand Identity » Brand Image » Quality » Customer Needs »