Testing: Brand Perception Ratings

"Wobbles the Mind" (wobblesthemind)
11/20/2015 at 19:35 • Filed to: Rating

Pick any brand(s) and let’s give this a try.

Brand Attributes

Distribute points between the following attributes:

Performance

Innovation

Technology

Efficiency

Design

Comfort and Amenities

Value (within market segment)

Service

- A Zero in any category denotes that you perceive the brand to be at the bottom of all market segments in terms of that respective attribute. It does NOT mean the brand is without that attribute.

- There is no limit to the amount of points one attribute can be given.

Rating Personal Perceptions

Total up your points and determine whether your personal view of the brand falls into the Commodity, Premium, Luxury, or Exotic market segments.

Commodity: minimum 32 points

Premium: minimum 40 points

Luxury: minimum 48 points

Exotic:minimum 56 points

If point totals are below 32, the brand is below the mainstream. Adjust points as needed until you feel comfortable with the result.

Personal Examples:

Kia - Commodity (32)

Performance 1

Innovation 0

Technology 3

Efficiency 3

Design 6

Comfort and Amenities 8

Value (within market segment) 9

Service 2

Acura - Premium (40)

Performance 5

Innovation 2

Technology 9

Efficiency 6

Design 3

Comfort and Amenities 7

Value (within market segment) 4

Service 4

Jaguar - Luxury (48)

Performance 10

Innovation 1

Technology 3

Efficiency 2

Design 12

Comfort and Amenities 8

Value (within market segment) 4

Service 8

Lamborghini - Exotic (56)

Performance 18

Innovation 5

Technology 6

Efficiency 1

Design 18

Comfort and Amenities 4

Value (within market segment) 0

Service 4

While you’re adding up points, you may find that your perception of the brand is actually above their market segment. Though I thought Toyota and Ford were Commodity Brands, I found myself tending to run Premium point totals.

DISCUSSION (6)

dogisbadob > Wobbles the Mind
11/20/2015 at 19:40

well Toyota and Lexus would qualify as exotic :p

pjhusa > Wobbles the Mind
11/20/2015 at 19:41

Luxgen:

Performance 5

Innovation 1

Technology 6

Efficiency 5

Design 7

Comfort and Amenities 6

Value (within market segment) 4

Service 2

Wobbles the Mind > dogisbadob
11/20/2015 at 19:42

I think most Toyota and Lexus buyers would agree. “My ‘89 LS was built much better than this Roll Royce!”

ranwhenparked > Wobbles the Mind
11/20/2015 at 19:47

I just scored Lincoln at a 46, using a 0-10 scale. That puts it somewhere just below luxury, at the upper end of the premium scale; which I think actually sounds about right.