Brand Reputation with Market Research expresses a term, symbol, sign, design, or a combination thereof, that aims to identify goods and services so that the trader.
Or the manufacturer places them on the products he sells or manufactures to distinguish them from others sold by other competitors.
Moreover, Brand Reputation is considered the true identity of any product. and that identity plays a fundamental role for the consumer, being the link between him and the commodity.
As the best brand reputation is divided into three sections:
- Commercial, which is used by merchants to distinguish the products they sell after purchasing them, regardless of the source of their production.
- Industrial, which is set by the manufacturer to distinguish the products he manufactures from other similar products.
- The service mark. This mark is related to a specific service, distinguishing it from a similar service. Such as signs taken by car service stations, printing presses, advertising institutions, and others.
Understanding Brand Reputation
The brand reputation survey cannot perform the role assigned to it on its own, but rather it needs initially that the owner of that mark take certain steps in order to bestow the necessary protection on the brand first so that it can later perform its role in protecting the product or service that bears that mark.
This can only be done through a single procedure, which is the registration of that trademark.
The registration of that sign or symbol known as the brand shall be with specific governmental bodies concerned with that in exchange for a fee paid to them for a specific period of time.
To be renewed each period, and this registration provides and bestows the necessary protection through the judicial and legal authorities for the owner of that mark.
Likewise, the registration of trademarks leads to the existence of guarantee and safety in the local and global commercial markets by increasing the competitive and promotional process.
For services and products owned by different companies, which leads to an increase in the funds that are employed and used in order to improve and increase the quality of goods and products to ensure the continuity of Good reputation and fame among competing companies.
The brand reputation services and laws have regulated the method and the steps to be followed when registering trademarks and all the procedures followed.
The process of choosing a brand is one of the most important stages during its formation. Therefore, the creators of brands give this stage great care and attention so that choosing a brand does not lead to negative effects that cannot be remedied in the markets.
Therefore, attention must be paid to defining the elements of the trademark, starting with the selection of its constituent elements, whether letters, words, numbers, or symbols, taking into account the differences in languages.
Between different countries, or even dialects in the same country, and that the constituent elements of the mark be easy to establish and prove in the minds of its dealers and thus do not stand in front of any obstacle.
Also, one of the most important rules that must be observed when choosing a brand is its observance and its non-contravention of the values, morals, etiquette, and social customs of different societies.
And the last element is that the mark is innovative so that it has not previously been dealt with or registered by another entity or company.
Otherwise, the matter here is considered an attack on a mark owned by others, especially if that entity or company works in the same field of competition.
The Importance of Brand Reputation
A positive brand reputation increases company value provides employees with direction and motivation, makes it easier to acquire new customers, and much more.
So we will learn about the importance of building a Brand Reputation:
1- A brand means you can be easily identified:
The logo is the most important element of the brand as it is the main face of the company.
A professional logo design does not mean overdoing it, but the branding can be simplified enough to be memorable.
But still strong enough to give the desired impression to your company and to make an impression on customers at first sight.
2- The brand raises the stock price:
The brand is important when the company expands in the future.
A strong brand can increase a company\’s stock value by giving the company more influence in the industry.
This makes it a more attractive investment opportunity due to its well-established position in the market.
3- brand establish trust between the customer and the company:
People tend to deal with those they feel comfortable with and comfort means that the company is familiar to the customer.
For example, the family likes to ensure the health of their children, so they choose the most popular and familiar product for them.
This needs perfect marketing campaigns for your business and what is more important than that is directing them to the right people whose needs match your products.
4- The brand inspires employees:
Many employees need more than just work, they need something to work for. They need to follow their passion.
They need to follow a leader who has a big dream. When employees understand the company\’s mission and the reason for its existence, they are more likely to feel proud and work in the same direction to achieve the goals set by the employer.
5- The brand attracts new customers:
Brand Reputation with Market Research can also help spread opinions about the company or product.
A strong brand makes sure to leave a good impression among customers and they are more likely to deal with you because of the familiarity and because of the positive opinions of people about the product and thus they can trust it.
Once your brand is well established, customer feedback will be the company’s best and most effective advertising technique.
6- Branding creates confidence within the job market: the professional appearance of the brands will help the company build trust with clients and potential clients. People are more likely to deal with a company that has a polished and professional image.
Being a professionally designed brand gives the impression that you are an expert in the industry and makes the public feel that they trust your company, the products and services provided by the company, and the way the company deals with its customers.
7- Brands support marketing:
Marketing is another component of the brand, as correct marketing reflects the brand and achieves all of the aforementioned.
Also, the absence of a strong brand from the original does not constitute support for marketing the product. In this case, the company becomes marketing for nothing, as there is no trademark for the product.
How to Use Surveys to Improve Brand Reputation?
The first step to improving Brand Reputation with Market Research is to collect data from the market, and this is done using many methods, and then this data is analyzed which isran brand reputation analysis.
Using statistical methods and programs to obtain information or knowledge that helps the company to make the right marketing decision which leads to improving brand reputation. Among the most prominent methods used in collecting data from the market:
- Interview: It can take place by phone, or by meeting the person interviewed face to face.
- Opinion polls (surveys): They are the regular collection of information, i.e. the process of collecting information, and they are used in order to access information about the market or for the purpose of scientific research.
The survey uses several tools to collect information, including the questionnaire, or interviews. scans are:
1-Online Survey: This is done via email Survey, or through a Website Survey, and these are the least expensive methods.
2-Telephone Survey Customer feedback is surveyed by telephone
3-Personal in-home survey Where the opinions of customers are surveyed in their homes, this method is very expensive.
- Questionnaire: It is a research tool through which questions are used to collect information from sample members.
The questionnaire can be used in opinion polls or in scientific research to measure the effect of variables on each other.
- Focus groups: A meeting takes place with a group of real customers of the company so that they form a representative sample of the company\’s customers.
And the company polls their opinions directly, through their questions about its products and services in order to reach feedback on its products and services.
how to measure brand reputation?
There are several ways to measure brand reputation:
- Customer satisfaction surveys: These can be conducted online or through in-person interviews to gauge how satisfied customers are with the brand\’s products or services.
- Online reviews and ratings: Many consumers turn to online review sites like Yelp or Amazon to read reviews and ratings before making a purchase. These reviews can be a good indicator of a brand\’s reputation.
- Social media mentions: By monitoring social media platforms like Twitter, Facebook, and Instagram, you can get a sense of how people are talking about your brand and what they think of it.
- Media coverage: Keep track of how your brand is being covered in the news and on blogs to see what kind of reputation it has.
- Industry awards: Winning industry awards or being recognized by industry experts can boost a brand\’s reputation.
- Employee satisfaction: Happy employees are more likely to provide good customer service, which can help improve a brand\’s reputation. You can measure employee satisfaction through surveys or focus groups.
Most brand reputation analysis focus on the following KPIs:
- Reach: This measures your reputation among your clients. There are factors it analyzes such as the number of followers you have on social media, and the number of subscribers to your channel through YouTube.
- Voice Share: This tells you how many conversations you have compared to your competitors, with brand mention being a strong indicator.
- Emotion: This helps you understand the feelings behind the conversations about your brand.
Besides, you can also use other metrics like:
- Your search engine ranking.
- and degree of customer satisfaction.
- and online reviews.
Creating a Reputable Brand
The company’s reputation can turn over time into an important marketing asset on which the organization\’s social and economic status is built. As a result, it makes it a prominent brand name in the market and the community.
As companies with good Brand Reputation are always more valuable and more able to achieve highly competitive results in the market, and therefore they can make great developmental leaps toward their strategic goals.
So the following are the most important strategies for building and improving Brand Reputation with Market Research:
1- Write professional content:
Marketing strategies always include a special aspect of the content that the company will present to the public. The aim of this content may be to increase conversion rates, increase sales, or increase visits in the case of websites, electronic stores, and web applications.
Moreover, the form and nature of the content vary according to the goal behind it. For example, content to increase sales may be completely different from content aimed at improving the company\’s reputation in the market.
Today, content marketing is one of the most prominent aspects of e-marketing and the most present among institutions and brands of all kinds.
According to statistics, 78% of consumers prefer to know the company or brand through content rather than direct advertising.
And 70% of them believe that organizations that provide high-quality specialized content are more focused on their audience, and more interested in building a strong relationship with customers.
The more quality and value the content that provides a real benefit, the better the audience will perceive the brand and make it classify the company as the quality of the content itself that it provides.
Thus, good content shows the audience the amount of experience and knowledge that your company possesses in this field, and makes them confident that their dealings with your brand are dealing with experts.
2- Having a competitive advantage
Every organization, company, and brand must possess a competitive advantage that distinguishes it from the rest of its counterparts in the market and gives the customer an additional value that makes him more connected to your company.
Because your competitors do not have this advantage. As a result, if he decides to abandon your brand, he will not find that advantage in others. On this point, the author, Richard Rumelt, mentioned in his book Good Strategy Bad Strategy.
One of the important pillars on which a good marketing strategy is based is the exclusive competitive advantage.
Google is a prime example that uses this strategy to build its reputation and make it more prominent among competitors. As Google owns the search engine through which 70% of all searches on the Internet are conducted.
None of the other search engines can match or compete with it in the accuracy and quality of its search algorithm, and no one knows exactly how Google\’s search algorithms work, which made its search engine one of the company\’s most prominent competitive advantages.
3- Customer Relationship Management
Companies operate today in markets crowded with competitors, customers, and products. Customers have several options to buy and deal with different brands that compete to gain their trust, and then attract them to their list of customers.
Therefore, some see the need for institutions to stop dealing with customers from the standpoint of a company and a customer and move towards Building strong, long-term relationships that give the customer.
A sense of their importance on a personal level and their place with the brand, and that they care about them more than just a customer who wants to get their money for the service or product you provide.
This form of relationship (if the organization can work on it well) contributes to building the company\’s reputation with the public and expanding its customer base. It also helps to improve Brand Reputation with Market Research.
4- Giving additional value to customers
In marketing, the term added value is used in many contexts and can refer to any benefit that a customer may obtain from a company or brand.
Such as discounts and downloads, fair prices, customer loyalty programs, and everything that the user experience with the brand may include.
At a time when there are many options for customers and the market is crowded with competitors, the additional value that you provide to your customers, no matter how simple it is, gives them a sense of satisfaction with the company and what it offers.
Since satisfied customers are more loyal to the brand, loyalty means more spread and more profits, and thus a strong reputation for the company, but it is not easy to use this strategy to build the best brand reputation for the company.
As it requires more effort in Research and studying the market, customers to determine the most appropriate methods of application.
5- Corporate Social Responsibility
The reputation of any company or organization depends on the extent of its presence and the presence of the company\’s name in the community in which it is active.
Therefore, the social activities to which the company contributes can be an important factor in establishing a positive image of the company in the minds of the public, customers, and society as a whole.
In a statistic dating back to 2017, it showed that about 80% of Americans expect the brand to contribute in some way to social activities, such as sponsoring a charity event, making donations to NGOs, or even sponsoring a local sports team, regardless of the nature of its business.
Contributions of this kind would enhance the Brand Reputation with Market Research in the community in which it is active, make the company\’s name more present in the minds of the public and customers, and more.
According to a study by the University of Kentucky in the United States, it was shown that organizations that have a positive social presence not only have a better reputation than other companies that do not make any social contribution.
But are also less likely to be affected by financial risks that may be witnessed by the environment in which they operate.
To summarize,
building Brand Reputation with Market Research for the company is not limited to the brand and choosing the colors and fonts of the visual identity and the artistic and creative visual elements it contains.
Rather, the Brand Reputation of the company goes beyond what is beyond that. Where the company’s reputation represents the general mental image that others have from the public, customers, investors, and employees of your brand, and it is one of the commercial assets that the organization owns along with its market value.
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