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Brands are perceptions from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
Brands are perceptions. In other words, what people think about a brand is more important than what the company thinks about its brand. This is a fundamental concept that many companies fail to understand. They focus on what they want their brand to be, rather than what their customers actually perceive it to be. This can lead to a mismatch between the brand's intended image and the image that consumers actually have in their minds. And when there's a disconnect between perception and reality, it can be difficult - if not impossible - to build a strong and successful brand. To illustrate the importance of perceptions, let's consider a well-known brand like Coca-Cola. The company may want consumers to see its brand as fun, refreshing, and timeless. But if consum...
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