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Brand perception refers to what buyers believe a product or service symbolizes, rather than what the company that owns the brand claims. Customer use, experience, functionality, reputation, and word-of-mouth recommendation all contribute to brand perception. Brand perception creates and builds customer trust.
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Building a strong brand perception with loyal customers is of crucial importance as it provides considerable competitive and economic benefits to a firm. Brand perception is what customers believe a product or service represents, not what the company owning the brand projects. For financial services, building a positive customer perception is required for creating a more sustainable financial services brand. The course aims to decipher the concept of brand perception and its significance on consumer decision making for financial services.
1. Product Vs Brand. What makes a Brand?
2. Characteristics of a brand.
3. The concept/theory and advantage of branding.
4. Brand perception and its advantages.
5. Brand perception as a sensory experience.
6. The process of creating positive brand perception.
7. Factors affecting brand perception.
8. Measuring brand perception.
9. Impact of brand perception on consumer decision making.
10. The importance of branding in financial services.
11. The role of brand perception on consumer loyalty.
12. The impact of brand perception on consumer advocacy.
