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Perception Management | Ethos Global Solutions
- April 20, 2021

Our mind creates thoughts, thoughts create opinions and opinions create perception about everything we do or deal with.

Is managing perception really that important? Yes!! Because perception is often more important than reality. And in fact, your reality would be pallid if you are not managing perception.

It is defined as the process by which individuals selectively organize and then interpret the input from their senses to give meaning to the world around them. It acts as a major tool by organizations as they use perception management in daily internal and external interactions. In terms of advertising and brand image, it is apparent that without a perception to manage, no other form of communication is possible. It all results into a simple strategy of reviews in the form of public opinion. In a nutshell, the perception’s groundwork starts even before a product gets launched in the market. The marketing and promotion of the product boosts the sales and its news becomes pervasive and waits for the product’s launch. ...

To strengthen the company’s marketing and gain brand value company’s brand manager can use perception management, reason being it aims at producing the most effective results. The diligent brand management focuses on earning trust from customers and showing positive feedback by dealing with competitors and working considerably for promotions, costs, and satisfaction.

It uses an inventive nature of strategy that aims at guiding the motives, emotions, and conclusions of another party by means of using various approaches to alter that party’s perception of earlier events rational projections of future events. The ultimate motive is to alter the perception of the opposing party in a way that provides the manager with an advantage that can be used successfully to score a victory or otherwise defeat that opposing party.

The selective use of available data is part of perception management, as many a times facts are presented concisely so that it becomes easier to create a particular perception that can be communicated to consumers, the citizens of a given country, or to a rival in order to state the overall expertise of the company in managing it.

Perception management presents itself as a viable strategy in many walks of life, such as, business competition, reaching consumers, political arena as it deducts indecorous elements and presents relevant data without prejudice in terms of assigning priority to data and thus providing party with the prioritization as they required in the said milieu.

Businesses shape the perceptions of the public in order to get the desired behavior and purchase patterns from consumers. There are various fields in which perception management has been a boom. And these are as follows:


Brand management



Risk management

International business


Advertising and brand image plays a crucial role as without a perception to manage, there is no possibility of communication. This puts in the picture the importance of the brand image. It can also be deduced that consumer perceives on the basis of what they observe. If a company is spending a lot on advertising then it could be concluded that company must be reasonably profitable which means that other consumers must be buying the product and its performance and services are at epitome as compared to others, so ultimately the product must be of reasonable quality. Advertising sometimes indicates that it is managing perception simply by giving consumers a perception and adds to consumer’s opinions in a positive light.

Brand management

Gaining brand value and strengthening company’s marketing strategy by perception management in promotions, costs and satisfaction helps in earning trust from consumers and showing positive feedback.


People cannot be nudged to make them follow any individual, rather perception management as a tool when used diligently, considerably enhances leadership abilities. “A person's ability to manage perceptions is what sets great leaders apart”. Followers appraise a leader when he becomes part of their perception and when managed in efficient manner, more clearly when perception is visible on the very face of it, the situation for the leader is favorable


Marketing plays a major role in affecting public perceptions in business. To get people to buy products, marketers must identify a need and manage the perception of the public so that they feel the product will fulfill that need.

Risk management

Future of any company is solely dependent upon the decision making process. More risk averse the company is, more likely there would be underperformance and higher the chances of missing the opportunity. But vice versa could result in large amount of losses. Ultimately if this amount of risk taking leads the perception of the company to exceed the boundaries of logic and fact, the company would most likely fail based on their poor perception. It cannot be termed as a substitute for a substantial product rather it is useful in sustaining the offering for a length of time.

International business

It is apparent that communication gap that exists in international business often leads to misunderstandings. By keeping the original interpretation intact with complex emotional characteristics of communication, perception management is a blessing for international business.

Let our team handle the perception of your brand.

( Article based on one of the speeches of Lady Elizabeth Kelly)

Ethan Mcllroy, Shiv Naman (Content Team: Ethos Global web solutions LLC)

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