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…

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