Brand perception is the overall impression and attitude of consumers toward a particular brand. It is determined by how consumers perceive and evaluate such characteristics of the brand as its image, values, quality, trust, and reputation. Perception is formed through people’s interactions with a brand, their experiences with it, and what they hear about it from friends, family, and other sources. A brand’s perception can influence the decisions of potential customers and impact how a product or service is perceived in the marketplace.