Perception management is about communicating social and symbolic benefits
Prestige, performance and style are just three of 12 qualities that this year’s favourite car brand offers, according to more than 12,000 people. This is the third consecutive year that non-luxury car shoppers have recognised Honda as the best overall brand in the Kelley Blue 2015 Brand Image Awards. Kelley Blue, a renowned vehicle valuation and automotive research…
Prestige, performance and style are just three of 12 qualities that this year’s favourite car brand offers, according to more than 12,000 people.
This is the third consecutive year that non-luxury car shoppers have recognised Honda as the best overall brand in the Kelley Blue 2015 Brand Image Awards.
Kelley Blue, a renowned vehicle valuation and automotive research company, based these results on data from its Book Market Intelligence Brand Watch study – an online tracking study that taps into the views of thousands of shoppers in the market for a new vehicle.
Honda’s success at consistently winning their customers’ confidence is a valuable lesson in perception management.
Why is it important to create credibility and prestige?
According to a research paper published by the University of Massachusetts, the public chooses their attitude and behaviour towards a brand based on an overall impression of prestige and reputation. This means a company’s offering depends on how well it has managed to create an image that communicates trust and credibility.
However, the study goes on to point out that a “multi-dimensional” approach is much better in the long-run.
Creating long term commitment
A successful brand like Honda manages to communicate not just attributes and aesthetics but takes its reputation a step further, creating a perception of social or symbolic benefits.
Therefore, the research goes on to suggest that companies should endeavour to demonstrate real value and expertise to create trust and commitment. The idea is to turn customers into advocates who feel a sense of belonging with the brand.
Given the challenge of creating such a complex perception, it is crucial that the organisation has a talented senior corporate affairs team that makes a concerted effort to develop a strategy that communicates the social standing of the brand.
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