Brand perception

Welcome to this lecture on Brand Perception. Brand perception is not simply what a company says about itself—it’s how audiences actually experience and interpret every interaction with a brand. In retail, services, or high-competition industries such as luxury cosmetics, brand perception can make the crucial difference between overlooked products and market leaders. It is shaped by a combination of sensory experiences, individual values, reputation, and cultural influences. In our increasingly connected world, both positive and negative perceptions can spread rapidly, making it essential to cultivate a strong, coherent brand image in order to stand out in a crowded marketplace. Brands actively shape perception through design, using packaging, in-store displays, and sensory cues to appear trustworthy, appealing, or innovative. Molton Brown, for example, became a recognizable leader by adopting bold, consistent design and a distinctive retail presence. Attention to tactile, visual, and olfactory cues makes products more memorable and encourages engagement, whether via exclusive packaging or in-store experiences. Consistency is crucial, as brands that fragment their identity or neglect visual themes across all customer touchpoints risk diluting recognition and trust. Brand perception is heavily shaped by reputation and the experiences—both direct and indirect—that consumers share. Social proof, word of mouth, and online reviews are now