https://blogs.ubc.ca/keyili/2012/02/08/few-thoughts-on-brand-perception/#content
Vivian has some interesting opinions on brand perception, she did her research and concluded that the concept “Brand perception” shows that ” not all well-known brands are good brands regarding their products/services (ex. McDonald’s), but people are more willing to learn more about those brands that have good brand perception regardless of their products/services (ex. Apple). ” This makes me think of Android, who is very successful at “implanting” perceptions to costomers.
Why did I say that? Because I have noticed some interesting facts.
First, Android have made many customers believe that only hardware breakthrough counts as product updating. Many users have complained about Apple still using Dual-core processor on ipad when Android has already tried using Quadcore on phones long time ago. This opinion on hardware is actually not that correct. Android, iOS and WP7 are three different operating systems and each of them requires different stantard of hardware to operate their own systems. iOS and WP7 believes that enough is perfect , unlike Android who loves to throw some breathtaking parameters at users.
Secondly, Android makes users believe that strong hardware represents fluent operation, which sure is the case for Android. But not for all smartphones. Android’s software system predestine itself to require high standard hardwares. However, the other two system could fit their software system quite well with current hardwares. And what’s more, Iphone and Windows Phone can actually provide better user experiences than some of Android’s phone with high standard hardwares. And we all know that user experience is literally the most important thing when it comes to smartphones, NOT hardware.
What I am trying to say is, although sometimes it is not the case, Android has successfully made customers to believe in those opinions about hardware. I think it is because of Android’s successful brand positioning as well as “brand perception”. Customers would like to believe in Android because Android is a good brand as well as a well known one. And also Android has very diverse products, which would make users think Android as a fast developing and innovative brand.
Although I was all talking about Android misleading customers, Android still sure is a very great brand and has giant impacts on smartphone industry. It’s just, users may want to view other systems without wearing Android’s glass on.