Public attitudes to a brand are one of the most important things for any business to understand. Without a true understanding of how the public views a brand, especially a consumer brand, the desired identity of it may well be at odds with how it is actually perceived. If there is a differential between the desired brand identity and the public view of it, then all sorts of marketing messages and PR campaigns can fail to hit the mark or, worse still, resonate in negative ways. Therefore, any public relations agency worth its salt will engage in a significant amount of market research to measure attitudes. Why is this?
Measuring attitudes about a business is nothing other than an intelligence gathering exercise. Marketing professionals really ought to be engaged in understanding how people feel about their brand identity and, for example, how recognisable they find the brand logo. Before the brand identity is reinforced by various means, such as in company brochures and on the corporate website, it is better to get feedback on what clients actually think about it. Only research can do this and – in fairness – businesses are not best placed to gather this sort of market intelligence themselves. Customers are frequently too polite to be really honest if you ask them yourself, so you need a third party to do it for you, or the intelligence gathered is not necessarily to be fully trusted.
A Rolling Campaign
Just as many PR campaigns are targeted over quarterly or even annual periods, so measuring attitudes to them should be conducted with regularity. Understanding where you brand stands in the public's eyes is one thing, but measuring how it has shifted over time – if it has moved at all – is quite another. By conducting a rolling campaign of attitude intelligence gathering, you are in a position to really get to grips with how your PR campaigns are impacting on brand perceptions. In other words, revisiting customers within six-monthly or annual intervals allows you to understand how your marketing activity is changing attitudes, or not, thereby providing a return on investment analysis, in many cases.
You have to compete in business, and conducting a PR campaign is often focused on marking out your brand's territory and how it differentiates from competitors. When conducting research in brand attitudes, it is, of course, quite easy to incorporate questions about your key competitors. Gaining greater knowledge of how your competitor brands are performing, when compared to your own PR campaigns, will often provide valuable insights which you can use to take forward into all of your subsequent marketing activities. Contact a public relations agency for more information.Share