Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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The Concept of Perception and Its impact on Marketing Strategies

Sony, Raymond, Mercedes are familiar brand names that spark off associations (brand images) based on past encounters consumers may have had with these brands. These encounters may be purchase associations or the exposure consumers may have had through advertising. As in several aspects of life, it is the perception that matters in a marketing context in which brand names and company names trigger associations and images. Perception is unique to each individual and it is not just objective reality. Different individuals may have their own version of brand description or associations based on their perception. Rolex, an up-market global brand, may be viewed by some consumers as ...