The Role of Perception in Positioning

The starting point of the positioning lies in the tension between internal and external factors; identity and perception. We contrast these factors in the positioning matrix. This piece focuses on perception; what is the difference with brand awareness and why it is important to include perception in positioning.

A strong brand has a (marketing) strategy that at least addresses how that brand is known and by whom. Having the right information about how the market views this brand or what they perceive is considered very valuable. That is why you see research of all kinds being conducted to obtain this market-perceived information. How the market views a brand is what we call perception. Perception means observation. In short, perception is the process of acquiring, interpreting, selecting, and organizing sensory information. This information reaches the market through various channels. Through controlled channels such as TV commercials but also through uncontrolled channels such as a conversation with an acquaintance.

We see the difference between perception and awareness as the difference between qualitative and quantitative. A brand can have very high awareness but a completely wrong perception. A good example of this is an article in a newspaper (Financieel Dagblad 3/10/11) about the beer brand Heineken in the American market. Almost everyone knows the brand there, but it is known as “your old uncle’s beer.” When positioning brands, we see perception as reality. With one or only a few providers, pure brand awareness was sufficient. With a larger number of providers of a similar product, perception plays an increasingly important role. The question “how does a brand create connection with its market?” is therefore central in every positioning process.

Connection is about clarity. Clarity about what the brand encompasses and whether it fits. A clear and distinctive positioning enables the market to answer these questions.

Clarity and a “natural fit” create ambassadorship. After all, the market is perfectly capable of explaining why they have this brand preference. You see many great examples of this on social media platforms, for example. Here, no ambiguity exists about affinity with a brand (both positive and negative).

With the Merkelijkheid matrix, which we use in positioning processes, we address perception (external) alongside identity (internal) as described above. To place this in a market perspective, you can use the positioning matrix.