Market competition revolves around the brand image of products and services. Any new entry into the market survives with its uniqueness and its features. The perceptual map of customers for existing products and new products varies in its location of the construct. The distance of new products in the map tends to be more when compared with the existing products. The marketing efforts to minimize these distances in perceptual map of either new or existing products need to be creative and easily communicative, like Maggi's positioning as "good to eat, fast to cook" anytime snack, and Robin liquid's repositioning of "extra coat of white". Al Ries and Jack Trout have stressed that the most positioning programs are nothing more or less than a search for the obvious, and therefore positioning has to be easily communicative. In our study, the dimensions of marketing strategies and perception have been associated and the deviations are attempted with solution.

Customers perceive the products and services with a brand name or symbol. In the case of existing products, one of the best brands in every product category remains with different marketing approaches, say IBM in personal computer, Colgate in the personal care products, Hero Honda in Two-wheeler, etc. Companies have continued to promote the image of brands by way of effective perception and retention in the minds of consumers that their product is the best.

Based on their motivation of needs, wants, fears and desires, consumers apply a sort of ranking prior to their purchases of the available brands in a particular category of product. In the event of buying a brand of tea, the ranking preference for the best Tea in the market, appears to be `Taj Mahal', `3 Roses' and `Chakra Gold' in the descending order. Of late, the ranking extends to a maximum of two or three brands. The people's perception of the best brands lies with the question of affordability with products which are actually the best, or which sell the best.