{"id":44468,"date":"2025-04-23T16:55:46","date_gmt":"2025-04-23T16:55:46","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=44468"},"modified":"2025-05-28T12:40:51","modified_gmt":"2025-05-28T12:40:51","slug":"brand-perception-guide","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/brand-perception-guide\/","title":{"rendered":"Brand Perception: A PR-Centric Guide to Manage Public Opinion"},"content":{"rendered":"\n

Your brand perception is like a ship navigating the vast ocean of public opinion. But what happens when you lose sight of how others perceive your course? Nobody wants the Titanic to happen again.<\/strong><\/p>\n\n\n\n

Misaligned perceptions can lead to lost customers, a rusted reputation, and lower trust.<\/p>\n\n\n\n

The stakes are high and the challenge is real. One missed step can lead to a negative overall brand perception.<\/strong><\/p>\n\n\n\n

But by employing PR-centric strategies to measure and manage brand perception, you can steer your brand toward positive associations and lasting loyalty.<\/p>\n\n\n\n

Prowly can help you do just that. Start monitoring your brand perception right away<\/a>\u2014or keep reading.<\/p>\n\n\n\n

Brand perception measurement: the basics<\/h2>\n\n\n\n

Brand perception<\/strong> refers to what the public thinks and feels about your brand, regardless of the messages you put out. It\u2019s created by customer experiences, word-of-mouth, media coverage, and countless other factors beyond your direct control.<\/p>\n\n\n\n

We are living in the age of social media, 24\/7 news cycles, and online reviews. So brand perception has never been more significant or fragile.<\/p>\n\n\n\n

A single post or negative review can go viral and influence how millions view your brand in a flash. <\/strong>This is where PR teams play a crucial role. They are cast as the lead of shaping, measuring, and maintaining brand perception.<\/p>\n\n\n\n

By monitoring public sentiment, tailoring strategic messaging, and managing crises effectively, PR professionals ensure that positive brand perception not only enters the room but stays for the long haul. And to do that, the right tools make all the difference.<\/strong><\/p>\n\n\n\n

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MEASURE BRAND PERCEPTION WITH PROWLY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n

What is brand perception (and how is it different from brand identity)?<\/h2>\n\n\n\n

The brand perception meaning<\/strong> reflects the public\u2019s collective opinion and emotional response to a brand. It is shaped by experiences and interactions. It can be influenced by media and reviews.<\/p>\n\n\n\n

Unlike brand identity<\/a><\/strong>, which reflects how a company defines itself, brand perception is entirely owned by the audience. Trust and reputation hinge on this perception, as it directly impacts consumer sentiment and media coverage.<\/p>\n\n\n\n

Moreover, a positive public image boosts investor and partner confidence, making collaborations and financial backing more accessible. Perhaps most critically, strong brand perception fosters resilience during crises, helping brands maintain loyalty and recover faster.<\/p>\n\n\n\n

So what is brand perception?
<\/strong>In essence, while brand identity is what you say about yourself, the brand perception definition centers on what others believe about you. And that makes a difference.<\/p>\n\n\n\n

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START MONITORING PUBLIC SENTIMENT NOW<\/strong><\/a><\/div>\n<\/div>\n\n\n\n

Changing brand perception\u2013examples<\/h2>\n\n\n\n

#1 United Airlines<\/h3>\n\n\n
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Source: Crreport<\/em><\/figcaption><\/figure><\/div>\n\n\n

United Airlines<\/strong> faced a severe backlash after the 2017 incident where a passenger was forcibly removed from an overbooked flight. The video went viral and sparked outrage. <\/p>\n\n\n\n

About 67% of surveyed frequent travelers reported a negative perception of the airline afterward.<\/p>\n\n\n\n

This incident highlighted how poor customer treatment and inadequate crisis management can erode trust, damage reputation, and influence consumer sentiment for years. A negative brand perception example in a nutshell.<\/p>\n\n\n\n

\ud83d\udca1 For more real-world insights into how brands navigate crises, explore these 16 PR crisis management examples<\/a> <\/strong>to learn what worked (and what didn't).\u200b<\/p>\n\n\n\n

#2 Patagonia<\/h3>\n\n\n
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Source: Adweek<\/em><\/figcaption><\/figure><\/div>\n\n\n

On the other end of things, Patagonia has built a strong, positive brand perception.<\/p>\n\n\n\n

How? By aligning its identity with environmental activism and ethical practices. This one is known for its initiatives, like profit donations to environmental causes and sustainable production promotion.<\/p>\n\n\n\n

Patagonia has fostered trust and loyalty among consumers who value social responsibility. This brand perception regularly strengthens customer relationships. And thus position the brand as resilient during market challenges or crises.<\/p>\n\n\n\n

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TRY PROWLY TO SAFEGUARD YOUR REPUTATION<\/strong><\/a><\/div>\n<\/div>\n\n\n\n

What influences brand perception?<\/h2>\n\n\n\n

To measure brand perception, you need to get your hands on the metrics first. So which ones should you consider while doing your brand perception research?<\/p>\n\n\n\n

Media coverage<\/strong><\/h3>\n\n\n\n

Positive or negative press can significantly influence a brand's perception.<\/p>\n\n\n\n

Social media commentary<\/strong><\/h3>\n\n\n\n

Real-time feedback and trends on platforms like Twitter (X) and Instagram can amplify or challenge a brand's image and raise some brand perception questions. Brand perception studies show that Gen Z prefers to do their consumer research on IG, while Boomers stick with Google.<\/p>\n\n\n\n

Customer experience<\/strong><\/h3>\n\n\n\n

Interactions with your customers can be the foundation of your brand. You should deliver consistent and high-quality communication.<\/p>\n\n\n\n

Influencers and media mentions<\/strong><\/h3>\n\n\n\n

Support from trusted figures can lend credibility and visibility to a brand<\/a>. This works both ways though, unreliable influencers mentioning your brand may downgrade your brand perception metrics<\/a>.<\/p>\n\n\n\n

Word of mouth and reviews<\/strong><\/h3>\n\n\n\n

Peer recommendations and online reviews often hold more sway than traditional advertising.<\/p>\n\n\n\n

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START TRACKING WHAT SHAPES YOUR BRAND<\/strong><\/a><\/div>\n<\/div>\n\n\n\n

How PR teams can shape brand perception with Prowly<\/h2>\n\n\n\n

Prowly gives PR teams the tools they need to take control of how people see their brand. Here\u2019s how:<\/p>\n\n\n\n

#1 Use earned media to tell you the right story<\/strong><\/h3>\n\n\n\n

When it comes to brand perception, a coherent storyline is crucial. You need to present it across various channels.<\/p>\n\n\n\n

Prowly helps you stay on top of media coverage and brand mentions both offline and online<\/strong>. You can analyze sentiment and track how your brand is being talked about.<\/p>\n\n\n

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Media monitoring and sentiment in Prowly<\/em><\/figcaption><\/figure><\/div>\n\n\n

Making it easier to shape positive, strategic stories that reflect your brand in the best light.<\/p>\n\n\n\n

#2 Share clear messages via press releases<\/strong><\/h3>\n\n\n\n

Press releases give you a great force to tailor the perception of your company.<\/p>\n\n\n\n

With Prowly\u2019s built-in press release creator and distribution tools, you can craft professional messages and send them directly to the right media contacts.<\/strong><\/p>\n\n\n

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No matter if you're launching a new product or handling a PR crisis. Your messaging stays clear, consistent, and on-brand. What is more, it reaches the right people at the right time.<\/p>\n\n\n\n

#3 Contact the right media people<\/strong><\/h3>\n\n\n\n

Staying on the press release and media a topic.<\/p>\n\n\n\n

Prowly makes it easy to manage and organize your media contacts. You can use targeted outreach to find journalists and influencers related to your niche.<\/strong><\/p>\n\n\n

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Use filters to find media outlets and journalists that best match your needs.<\/em><\/figcaption><\/figure><\/div>\n\n\n

The ones who will be most likely to be interested in your story and help you shape the image of your brand.<\/p>\n\n\n\n

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START SHAPING YOUR BRAND STORY TODAY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n

How to measure brand perception<\/h2>\n\n\n\n

Now, let's break down some ways of measuring brand perception:<\/p>\n\n\n\n

\ud83d\udc49 Social listening<\/strong> - by following raw, unfiltered people's opinions you gain an honest point of view of your brand.<\/p>\n\n\n\n

\ud83d\udc49 Media analysis<\/strong> - by pursuing brand perception analysis, you can get an overview of how your brand is presented across the media.<\/p>\n\n\n\n

\ud83d\udc49 Surveys and polls<\/strong> - brand perception survey questions shouldn't be biased. It should give room for the recipients to share their honest opinions.<\/p>\n\n\n\n

\ud83d\udc49 Reviews<\/strong> - people want to share their opinions about you, analyze them and learn.<\/p>\n\n\n\n

\ud83d\udc49 Feedback<\/strong> - here you may have a chance too dig deeper with follow-up questions to learn the core of their opinions.<\/p>\n\n\n\n

Method<\/strong><\/td>What it Captures<\/strong><\/td>Tools<\/strong><\/td><\/tr>
Social listening<\/strong><\/td>Unfiltered public opinion<\/td>Prowly<\/a>, Brandwatch, Meltwater<\/a><\/td><\/tr>
Media sentiment analysis<\/strong><\/td>The tone of earned media coverage<\/td>Prowly (media monitoring)<\/a><\/td><\/tr>
Surveys & polls<\/strong><\/td>Perceived values, trust, message recall<\/td>SurveyMonkey, Google Forms<\/td><\/tr>
Review tracking<\/strong><\/td>Customer feedback<\/td>G2, Trustpilot, Google Reviews<\/td><\/tr>
Direct feedback (interviews)<\/strong><\/td>Deeper emotional and narrative insight<\/td>One-on-one sessions or focus groups<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
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TRACK MENTIONS AND SENTIMENT WITH PROWLY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n

Brand perception in action: real-life examples<\/h2>\n\n\n\n

\ud83d\udc4d Positive example - Nike and Colin Kaepernick Campaign<\/h3>\n\n\n
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Source: JacDigital<\/em><\/figcaption><\/figure><\/div>\n\n\n

\ud83d\udc40 Brand perception<\/strong><\/h4>\n\n\n\n

Bold, socially aware, aligned with youth and activism.<\/p>\n\n\n\n

What happened<\/strong>?<\/h4>\n\n\n\n

Nike launched a controversial ad campaign featuring Colin Kaepernick (former NFL quarterback). He is known for kneeling during the national anthem to protest racial injustice. The ad included the tagline:<\/p>\n\n\n\n

\u201cBelieve in something. Even if it means sacrificing everything.<\/em>\u201d<\/p>\n\n\n\n

Why it worked<\/strong><\/h4>\n\n\n\n

\u2795 Nike aligned itself with a cause that resonated deeply with its core demographic: young, diverse, socially conscious consumers.
\u2795 Despite initial backlash (boycotts and the burning of Nike gear), the move strengthened Nike\u2019s brand loyalty among its key audiences.
\u2795 It showed conviction and brand bravery, which consumers increasingly value.<\/p>\n\n\n\n

Nike is still famous for its \"Just do it\"<\/em> tagline and all of their actions resonate with it.<\/strong><\/p>\n\n\n\n

\ud83d\udc4e Negative example - Pepsi ft. Kendall Jenner ad<\/strong><\/h3>\n\n\n
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\"Image:
Source: NBC News<\/em><\/figcaption><\/figure><\/div>\n\n\n

\ud83d\udc40 Brand perception<\/strong><\/h4>\n\n\n\n

Tone-deaf, opportunistic, out-of-touch.<\/p>\n\n\n\n

What happened?<\/strong><\/h4>\n\n\n\n

Pepsi released an ad with Kendall Jenner as the main character in which she resolves a protest by handing a police officer a can of Pepsi. It was widely criticized for trivializing social justice movements like Black Lives Matter.<\/p>\n\n\n\n

Why it failed<\/strong><\/h4>\n\n\n\n

\u2796 First, it misused symbolism from real protests.
\u2796 Moreover, it was perceived as exploitative and performative.|
\u2796 And the cherry on top - it lacked authenticity or a real connection to the cause.<\/p>\n\n\n\n

There was no backstory. No cause. Just Pepsi.<\/strong><\/p>\n\n\n\n

Neutral turning to positive example - LEGO & brand suitability<\/h3>\n\n\n
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Source: Lego<\/em><\/figcaption><\/figure><\/div>\n\n\n

\ud83d\udc40 Brand perception and the challenge<\/strong><\/h4>\n\n\n\n

LEGO<\/strong> had a neutral-to-positive brand perception for decades. But let's be honest, not necessarily associated with social responsibility or environmental leadership. Especially as a manufacturer of plastic toys.<\/p>\n\n\n\n

Turning point<\/strong><\/h4>\n\n\n\n

Around 2015, LEGO made a commitment to public sustainability.<\/p>\n\n\n\n