• “Branding is the management of perception” – Anon
• “Brand perception is a brand’s reality” – Laura Ries
•  “A global brand is one which is perceived to reflect the same set of values around the world” – Anon
• “What matters is how the buyers see the product. It is expressed relative to the position of the competitors” – Jack Trout & Al Ries
• “It’s easy to forget that your perception of a brand is different from your relationship with that brand” – Mary Cox

Borrowed with pride from all over the place.

“Marketing is the art of meaningful differentiation” – John Lederer

“The primary focus of your brand message must be on how special you are, not how cheap you are. The goal must be to sell the distinctive quality of the brand” – Kerry Light, Brand Strategist

“Customers must recognize that you stand for something” – Howard Schultz, Starbucks

“A brand is a set of differentiating promises that link a product to its customers” – Stuart Agres, Young & Rubicam

“In differentiation, not in uniformity, lies the path of progress” – Anon