Brand perception refers to how consumers view and interpret a brand, including its reputation, image, value, and personality. It encompasses consumers' beliefs, attitudes, and feelings towards a specific brand, influencing their purchasing decisions and brand loyalty. Research in brand perception aims to understand and measure the factors that shape consumers’ perceptions of a brand, such as brand positioning, marketing messaging, customer experiences, and social influences. By studying brand perception, companies can gain insight into how their brand is perceived in the marketplace and identify strategies to improve or strengthen their brand image.