Brand Tracker: what do consumers really think about your brand?

Brand Attitude

Understanding how consumers feel about your brand is essential. These insights determine whether they choose your brand over others, remain loyal, recommend it to others, resist competitive offers, and are willing to pay a premium. We distinguish five levels of brand perception, which are explained below, along with practical tips and key watch-outs for each level.

1. Strongly Positive: "Excellent!" / "My favourite"

Consumers have a very positive opinion of the brand, are highly loyal, and often have a strong intention to purchase again, making them likely to recommend the brand to others.

• Ensure the quality of your products and services is consistently maintained or improved.

• Keep customers engaged through regular communication, loyalty programmes, exclusive events, and outstanding customer service.

• Continue to innovate to keep these consumers interested and positively surprised.

2. Slightly Positive: "One of my favourites"

Consumers with a slightly positive perception purchase the brand regularly but also consider alternative options.

• Reinforce your brand's unique strengths to differentiate it from competitors and communicate these distinctive benefits consistently and clearly.

• Offer incentives such as loyalty discounts or rewards to encourage long-term customer loyalty.

3. Ambivalent: "I would consider it if no better alternatives were available"

Consumers are not particularly attached to the brand and mainly purchase it out of necessity or when other options are unavailable.

• Improve the brand's overall perception to make it more appealing.

• Highlight the brand's benefits and added value through targeted communication campaigns.

• Use promotions and special offers to attract these consumers and encourage them to try the brand more frequently.

4. Rejection: "I would not buy this brand"

Consumers actively avoid purchasing products from the brand.

• Conduct research to understand why these consumers reject the brand.

• Address the identified issues, whether they relate to product quality, customer service, or brand image.

• Implement corrective communication initiatives to address negative perceptions and strengthen the brand image.

5. Neutral: "No opinion"

Consumers have no particular feelings about the brand. They may be unfamiliar with it or have no previous purchasing experience.

• Increase brand awareness through marketing campaigns that inform consumers about the brand's products and benefits.

• Encourage product trial through samples, promotions, or demonstrations.

Use our Brand Tracker by DPG Media Advertising to gain similar insights into your own brand and refine your strategy to strengthen positive attitudes, convert neutral consumers into positive brand advocates, and address negative perceptions.