Managing perceptions

  Perception of a consumer towards a particular brand never remains static. A blunder that many organizations commit is that they assume a consumer's perception about a brand remain the same over a considerable period of time. But the real fact is that it keeps on changing unless sufficient interest is built around it consistently. There are many factors that sway his attention form particular brand towards others.The most important reason  being proliferation of choices and abundance of alternatives. Novelty is a great attraction for customers whether it comes in the shape of a product differentiation or a breakthrough technology. Any organization that catch the wind of change first gains a distinct advantage over his competitors. Building on that strength it creates new value propositions and progressively cuts into the market share of its rivals unless they come up with their preemptive strategies. Loyalty as a fact is now a function of qualitative service combined with great product features. One cant stay immune to obsolescence unless one innovates and stays a step ahead. 

In this context managing perceptions about an organization has gained utmost importance. It depends upon the agility with which you respond to change and stay in sync with present developments. It depends upon the adroitness of the brand managers and their ability to shield your image from being corroded by stagnancy. It depend on weaving value to your products so that they they continue to retain their distinctiveness. Communication with the consumers should be more engaging and enjoyable so that wait with expectation for the next conversation. 

Another factor that builds a positive perception is about the public's understanding of your social responsibilities. If they perceive you as having a commitment towards the larger interest of the society and find you more responsive to the social needs, they can  stand behind you and any disadvantages you may have on other grounds can be neutralized. 

Finally it comes to the prudent mixing of strategies and your ability to create  and sustain a positive buzz around your brand,that can help you maintain that positive perception for a longer term.