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Seven types of Brand Perception


Brand perception is an essential element to your business’s success. A brand is the personality of your company, everything from its name and design to its mission and products. Brand perception is a consumer’s experience with the brand, the impression all these different aspects of the company has left on them based on sensory information and experiences. Below we’d like to highlight the 7 types of brand perception your consumer may have of your business.




  1. Visual: This is perhaps the consumer’s first interaction with your brand, it measures the visual appeal including its design elements, products and services.
  2. Quality: How well does the product fit the needs of your consumer. Is it durable, is it made with quality ingredients, is it useful and is it designed in such a way that it is usable.
  3. Value: Value compares the quality of the product with its price. Consumer perception of value can go either way, with consumers preferring to buy low-quality items because they are cheap and serve a sort-term purpose or opting to pay for something much more expensive because of its perceived high-quality.
  4. Senses: Apart from the initial visual appeal are the other senses, in certain products and services taste (food), touch (clothing or skin care products) or smell (hygienic products, food, perfumes) can come into play with a consumers perception of that product.
  5. Personality: We described the brand as the personality of the company, this is the overall impression a consumer has of your brand and its products and many times the same words that can be used to describe people are used by consumers to describe a brand: friendly, tough, reliable, or pretty.
  6. Reputation & Legacy: This refers more to the perception of the company: it’s core values, history and past and recent behaviors.
  7. Status & Culture: This refers to the status and cultures surrounding a brand, like Harley Davidsons and the subcultures that are immediately brought to our minds or certain brands of hiking gear or clothing and the status associated with them.
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