Brand attitude is the market-researched customer perception of a product or service, shaped by both cognitive (beliefs about quality, reliability, and value) and affective factors (emotional responses from brand experiences). These factors influence consumer behavior, driving loyalty, advocacy, and ultimately, business success.
With the help of our experts, let’s explore the key factors shaping brand attitude, real-world examples of positive and negative perceptions, and actionable tips to enhance brand image.
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6 Factors That Shape Brand Attitude
Brand attitude is not static — it can shift over time and is deeply influenced by a brand's actions and decisions. To foster a positive perception, your brand must consistently deliver impeccable experiences when customers interact with your products or services.
Brand attitude is shaped by different factors, including:
- Brand reputation: A brand’s history and credibility influence consumer trust. A strong reputation built on reliability, integrity, and excellence fosters a positive attitude, while scandals or inconsistent performance can damage it.
- Brand recognition: Easily identifiable brand elements — such as logos, slogans, and design — strengthens brand recall and reinforces positive associations.
- Product quality: Consistently high-quality products build strong cognitive beliefs about a brand. When consumers trust the quality of a product, their confidence grows, reinforcing the overall positive perception of the brand.
- Customer service and satisfaction: Exceptional customer service not only resolves issues efficiently but also creates memorable, positive interactions. This builds emotional connections and reinforces brand loyalty, making customers more likely to return and recommend the brand.
- Marketing efforts: Clear and consistent messaging helps consumers understand what a brand stands for. Effective advertising campaigns not only inform but also resonate emotionally, influencing both the cognitive evaluation of the brand’s value and the emotional bond consumers develop.
- Social and environmental initiatives: A strong commitment to social responsibility and sustainability can elevate a brand’s image. Initiatives that demonstrate care for the community and the environment appeal to consumers’ values, fostering a deeper emotional connection and a more favorable brand perception.
Benefits of Brand Attitude
Brand attitude is an extension of the overall brand identity, with the power to elevate a business and drive growth. Though often overlooked, it plays a crucial role in a brand's success. Its benefits go far beyond what meets the eye:
1. Consumer Loyalty
When consumers perceive a brand positively, they trust it more, fostering long-term loyalty. This trust strengthens customer retention, leading to repeat purchases and higher customer lifetime value (CLV).
What’s more, consumer loyalty helps with:
- Word-of-mouth marketing: Loyal customers readily share their satisfactory experiences with their peers. Considering 88% of consumers trust recommendations from other people more than any other channel, this can skyrocket your profits.
- Retention over acquisition: Retaining customers is more cost-effective than attracting new ones. Loyal customers help keep acquisition costs low while ensuring a steady stream of revenue.
- Higher conversion rate: Loyal customers are more likely to respond positively to upselling and cross-selling efforts, thereby boosting the conversion rate.
2. Increased Purchase Intent
Another key impact of brand attitude is increased purchase intent. When customers have a favorable perception and emotional connection with a brand, they are more likely to buy. The more a consumer appreciates and identifies with a brand, the more compelled they feel to buy its offerings.
This plays out in numerous ways:
- Brand preference: Consumers often lean towards brands they have a positive attitude toward, especially in a market crowded with similar options.
- Better conversion rates: With more people expressing purchasing intent, the journey from prospect to paying customer becomes smoother, improving conversion rates.
- Repeat purchases: A positive brand attitude not only motivates the initial purchase but can also fuel repeat business, leading to increased CLV.
3. Brand Advocacy
Brand advocacy is a powerful byproduct of a positive brand attitude that adds substantial value to your business. When consumers develop strong brand affinity, they willingly become advocates — recommending your brand and expanding its reach and influence.
While similar to word-of-mouth marketing, brand advocacy goes a step further by showcasing genuine, firsthand experiences. Advocates proudly sport your merchandise, leave positive reviews, share success stories, and refer friends, family, or colleagues to your brand, skyrocketing growth and increasing visibility.
Additionally, direct customer-to-customer referrals triggered by brand advocates are also cost-efficient. For instance, referral programs can cut acquisition costs and lift conversion rates while creating loyal and valuable customer relationships.
4. Premium Pricing
Premium pricing means essentially charging a higher price than competitors. Fueled primarily by a favorable brand attitude, it allows the brand to generate higher profit margins, as customers are more likely to pay extra due to their positive perception of the brand's offerings.
Key aspects tied to premium pricing due to brand attitude are:
- Perceived quality: Consumers are willing to pay more for brands they believe deliver superior quality since the perceived quality often justifies the higher price.
- Status symbol: Many customers view the use of premium-priced brands as a status symbol, which prompts them to pay more. Brands with favorable attitudes cultivate this viewpoint.
- Exclusivity: A higher price tag often denotes exclusivity. This can attract a segment of consumers who seek out such niche products, facilitated by their positive brand attitude.
Brand attitude can also:
- Facilitate brand extension and diversification since consumers are open to trying new products or services released under a business they think highly of.
- Ensure resilience during a crisis because a brand with an established positive reputation, bolstered by a strong brand attitude, can typically withstand a crisis far more effectively than one without.
- Act as a competitive differentiator by providing a unique value proposition in the minds of consumers.
9 Best Practices To Improve Brand Attitude
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Businesses can adopt several actionable strategies to strengthen brand attitude:
- Develop a consistent brand message: Ensure that every piece of communication aligns with your brand values and unique selling propositions. Consistency reinforces both logical and emotional aspects of your brand identity.
- Invest in quality and customer service: High-quality products paired with responsive, helpful service build trust and create lasting, positive associations with your brand.
- Innovate continuously: Innovation signals your brand’s commitment to improvement and can re-engage customers with fresh ideas and enhancements.
- Enhance your digital presence: Ensure your website is user-friendly, maintain active and engaging social media channels, and leverage digital marketing tools to interact with your audience in real time.
- Engage in social and environmental initiatives: By demonstrating a genuine commitment to social responsibility and sustainability, you can deepen emotional connections and enhance your overall brand perception.
- Leverage storytelling and influencer partnerships: Use narrative-driven marketing to create relatable and memorable brand stories. Collaborations with trusted influencers can amplify your message, making your brand both credible and emotionally appealing.
- Train and empower your employees: Invest in training and development so they can deliver consistent, high-quality customer experiences. Empowered employees often become enthusiastic brand ambassadors, reinforcing a positive brand attitude.
- Personalize customer interactions: Personalized experiences — from targeted emails to customized loyalty programs — can significantly deepen the emotional connection with your audience.
- Measure and monitor brand attitude over time: Regularly measure consumer perceptions using surveys, social media monitoring, and online reviews. This ongoing feedback will help you identify weak spots in your brand’s image and allow you to make timely adjustments to enhance customer sentiment.
4 Brand Attitude Examples
Now that we've understood what brand attitude is and why it's important, let's delve into some key examples that perfectly illustrate brand attitude in action. These examples are paramount as they bring the theoretical concept into real-world context, helping us grasp its practical implications:
1. Apple
Apple’s brand attitude is rooted in its commitment to innovation, premium quality, and a seamless user experience. The company has built a strong emotional connection with consumers by consistently delivering cutting-edge technology wrapped in sleek, minimalist designs. Its marketing reinforces exclusivity, making Apple products aspirational.
This strategy has resulted in immense brand loyalty, with customers willingly waiting in long lines for new product launches. The synergy between technological innovation, high-end aesthetics, and user-friendly experiences fosters a brand attitude that combines trust, admiration, and excitement.
2. United Airlines
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On the other hand, United Airlines suffered a severe blow to its brand attitude following a 2017 incident in which a passenger was forcibly removed from an overbooked flight. The video of the event went viral, sparking widespread public outrage and significantly damaging consumer trust.
This incident illustrates how a single negative event, especially one mishandled in the age of social media, can lead to long-term reputational harm. The brand’s perceived lack of empathy and poor crisis management exacerbated the situation.
A poll conducted three days after the incident indicated that 79% of prospective flyers who had heard about the incident said they would opt for a non-United Airlines flight if given the choice — even if that option cost more or took longer. This statistic underlines how negative experiences can quickly erode customer trust and shift brand attitude.
3. McDonald’s
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McDonald's brand attitude is built on affordability, consistency, and nostalgia. As one of the most recognizable brands worldwide, McDonald's has maintained a strong presence by adapting its menu to different markets while emphasizing convenience and accessibility. Its marketing often appeals to family-friendly values and childhood memories, reinforcing an emotional connection with consumers.
However, McDonald’s has indeed experienced measurable impacts on its sales and brand perception due to shifting consumer preferences and growing health concern. Surveys and market studies have shown that between 40% to 50% of consumers now actively consider healthier menu options when deciding where to dine. To maintain a positive brand attitude under these circumstances, McDonald’s has incorporated healthier options and sustainability initiatives, demonstrating its ability to evolve while preserving its core brand identity.
4. Nike
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Nike’s brand attitude is defined by empowerment, athletic excellence, and cultural relevance. The company’s “Just Do It” slogan embodies determination and resilience, inspiring a deep emotional connection with consumers. Beyond sports, Nike has positioned itself as a champion of social justice, exemplified by its bold campaigns featuring athletes like Colin Kaepernick.
While some of its stances, like featuring former NFL quarterback Colin Kaepernick have sparked controversy, they have also strengthened its relationship with younger, socially conscious consumers. Despite initial backlash, the campaign had a positive financial impact on Nike. Sales increased by 31% in the days following the ad's release.
Additionally, the company gained $163.5 million in earned media value, reflecting extensive media coverage and public discourse. This suggests that while the ad alienated some consumers, it resonated with others, particularly younger, socially conscious demographics, thereby enhancing Nike's brand image and sales performance.
What Is Brand Attitude: Key Takeaways
Brand attitude is a direct consequence of branding, and it can either build or compromise the connection between a brand and its consumers. It's a crucial aspect that every business, regardless of size or industry, should be mindful of.
To ensure your brand attitude is always intact, you can collaborate with a professional branding agency that will help present your brand in the best light possible.
