According to InfoTrends brand perception and decision making is fundamentally based on the sum of all experiences related to the product, service and companies that make and deliver the product. Brand perceptions are determined largely by the functional experiences such as speed, quality, reliability, and ease of use as well as the emotional experiences that an end-user experiences, or associates with a product and company.

In an article about brand perception InfoTrends defines brand experiences and perceptions are developed over time through a variety of sources, including:

• Previous experience with the brand
• Interactions with sales, customer service, and other employees
• Recommendations from friends and colleagues
• Reviews from reputable sources
• Advertising

There is an increasing importance for brand managers to be aware of how their customers perceive and select brands in specific products categories and market segments. It is important to know what your customers find significant when making a brand selection, where the customers are gathering their information about products and services information in general about how customers perceive your brand.

Most vendors are working with very tight margins and cannot afford to invest in advertising, and market positioning information. With marketing costs increasing it is increasingly more important to find cost effective methods to determine how to reach your perspective customers.

Companies like InfoTrends regularly conduct extensive brand decision research on the imaging and document technology markets. They are able to cost-effectively provide companies with objective information and insights that are helpful guides for important marketing decisions.

• Measure unaided and aided brand awareness
• Determine brand share
• Assess customers’ brand preference
• Determine the information sources used in making brand decisions
• Identify the key factors when selecting a brand
• Measure the brand performance by the key factors
• Quantify the strength of the brand by components
• Understand the role of sales representative in the brand selection
• Measure brand loyalty and premium or discount
• Determine factors for switching brands

RISO has dedicated a portion of their website to customer testimonials. It is through customer testimonials that we invite others to read through positive experiences, unique applications, cost-containment, and other feedback that our customers wish to share. To see examples of our testimonials and unique applications Click Here