What is perception?

Perception is the process, act, or faculty of perceiving. In Psychology, among other definitions, perception is considered the insight, intuition, or knowledge gained by perceiving.

Brand management is about managing perceptions. If we look at our daily life and randomly go inside our thoughts, we can take out several examples which makes us understand the power of perceiving, for instance:

- When your room is untidy, you can feel slightly disorientated

put some stuff on their place and then your perception about freshness, cleanness and organization comes up.

- When you attend a conference, the guy next to you is terrible dressed compared with the rest and looks very simple.. but suddenly is announced as one of the most acclaimed ‘star’ in the area of expertise

your perception totally changes and you forgot all the aspects you considered before, because the new information and highly respected ‘perception’ of this individual covers up everything.

- When you meet a beautiful and attractive woman, she is appealing to your eyes. But after a conversation you realize the lack of smartness and knowledge

your perception changes radically, probably, you wish you didn’t approach her at all.

- When you buy a laptop, you think this brand is highly trustable and the design looks really good. After a while you get into a lot of trouble installing programs and dealing with the problems that came up

a month before you were admiring this brand, now you are destroying it every single time you speak with anyone and with yourself.

Brand management is all about managing perceptions, but if you don’t keep your promises, most likely is that your brand will fade out.

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