Another term used for perception management is impression management subtly defined as an attempt to control the perceptions or impressions of others. Targets are likely to use impression management tactics when interacting with perceivers who have power over them. Several impression management tactics include behavioral matching between the target of perception and the perceiver.
As we know, brands always evoke emotions. From these emotions, form perceptions. Hence in corporate branding, perceptions become an integral part of brand management. Overall, perception management therefore becomes a science to deal with.
Perception management cannot be managed individually without it being a part of the overall brand management process.
Now the question is- where do we find such perceptions happening and possibly capture them?
Social Media is a possible platform wherein different perceptions can be captured.
In the corporate world, perceptions are important and mapping them is equally important as it adds to the overall dynamics existing in the corporate world. To showcase this to the external as well internal audience, the same has to be capsulated via the branding route. Brand perceptions are much more often created by the product or service experience itself than from brand communications or any such campaigns. Brand campaigns are much more effective in building brand awareness than it is in creating or changing brand perceptions. It doesn’t mean that branding cannot be used to help change perceptions, but it can’t do it unless the perception management in the entire gamut of branding is captured.
