Trowback my management brand class about brand equity. I'd like to talk about one of the element called perceived quality.
The more highly customers think of your product or service, the more they are willing to pay for it and even to buy from you. Maintaining your perceived quality status also can prevent customers from trying a competitor’s offering. Using a variety of strategies that send a message that what you offer is superior can help you increase market share and profitability.
One way to increase your perceived quality is to use government, academic or industry research to show that products like yours deliver a benefit. The findings you cite don’t have to refer specifically to your product to improve your image. A classic example is the survey a sugar-free gum marketer quoted showing that four out of five dentists recommended sugar-free gum to patients who chewed gum. Many food companies now tout the cholesterol-lowering benefits of key ingredients in their products.
Use Celebrity Endorsements
Consumers often respond positively to a well-known figure they trust or a recognized expert who gives an endorsement of a product or service. Many small businesses use local college coaches or doctors to endorse a product or service. If you can’t afford an endorsement fee, consider trading products or services for the endorsement.
Align with an Organization
Becoming the official product or service of an industry trade association, professional organization or other specific and credible community group gives you a quality endorsement by a neutral group of experts. A maker of a pet product might align itself with a local animal hospital or pet shelter. A health-food producer might become the official supplier for a sports team or hospital.
Raise Your Price
Many consumers believe a product that costs more must be more in demand or offer more benefit than the competition. This is especially true if the product claims a benefit such as improved health, increased sports performance or better automobile maintenance. Someone with a sick family member shopping for cough medicine might be more likely to buy a product that is priced $5 higher than the rest of the competition because she perceives the product is higher quality.
Brand Your Marketing Materials
If your print ads, Web pages and brochures are crammed with text, use low-quality photos and look like they were designed by an amateur, it doesn’t matter how strong your message is -- you’ll look unprofessional and that will transfer to consumers’ perception of your quality. Hire a graphic artist to design all of your communications materials, featuring a consistent typeface, easy-to-read typography, more white space and high-quality images. Avoid loud broadcast ads with flashing images and shouting announcers.