Introduction Perceptions are the ways in which consumers see and interpret information about objects such as brands and companies. For example, everyone will have a perception of Coca-Cola, McDonald’s, Marks & Spencer, Dr. Martens and other well known names. Brands are products with a unique, consistent and well-recognised character. The uniqueness can come either from pure facts about the product or from its image – usually created by its manufacturer through advertising and packaging. For example, you will all be able to identify products which have an ‘old fashioned’ or a ‘modern’ image and ones which have a ‘healthy’ or ‘unhealthy’ image. The consistency comes mainly from the consistency of its quality and performance, but it also reflects the consistency of the advertising and packaging. Consumers form images of brands and companies based on the overall perception of the product, the marketing information surrounding the product and from past experiences of the product. Brand image is very important to companies. Today, people are more brand conscious than ever before and so it is very important for a company to build a brand image which reflects the best aspects of its products. This case study focuses on a leading brand, Dr….