In the world of branding, perception is everything. It is no longer shaped solely by advertising and corporate messages, but also by consumer experiences, public discourse, and how companies respond to societal expectations. A company may have the best products or services, but if consumers view it negatively, its reputation and profits can suffer. The standoff between DStv Ghana and the Minister of Communications, Samuel Nartey George, highlights this truth and offers a compelling case study on why perception is central to brand image and why businesses must take it seriously.

Understanding Brand Perception

Brand perception is how consumers interpret and connect with brands based on their experiences, interactions, and information. It extends beyond what the company says about itself. It’s about what people believe and perceive it to be. Perception influences consumer purchase decisions, loyalty, and advocacy. A positive brand perception can lead to increased customer loyalty, help the brand stand out, and build recognition.

DStv Ghana vs. The Ministry: A Case of Perception Mismanagement

The Minister of Communications, Hon. Sam Gorge, on Friday, 1 August 2025, issued a directive to DStv Ghana demanding a reduction in subscription prices by 7 August 2025, citing that prices in Ghana were disproportionately high compared to other African countries. DStv responded with a letter rejecting the request, citing economic challenges. This response, however, is perceived by many as dismissive and tone-deaf. The company’s refusal to adjust its prices despite public pressure and the government’s intervention has painted DStv as indifferent to the struggles of its subscribers.

Perception Challenge and Missed Opportunity to Build Trust

DStv’s refusal to lower its subscription fees in Ghana, despite the data presented by the Minister of Communications, has fostered a perception of exploitation and inequity. It has also been perceived as defensive and out of touch, reinforcing the narrative that the company does not prioritise Ghanaian consumers. The significant pricing difference between Ghana and Nigeria depicts DStv as a company prioritising profits over fairness.

MultiChoice Ghana’s response, issued on August 3, 2025, further illustrates the pitfalls of mishandling perception. The company described the proposed price cut as “not tenable” due to a “challenging macro-economic and competitive environment”, offering counterproposals which the minister has swiftly rejected.

By prioritising economic constraints and its operational history over addressing affordability concerns, MultiChoice missed an opportunity to show empathy.

Erosion of Trust and Loyalty

The disagreement has gained momentum on social media platforms like X, where Ghanaians have voiced outrage and rallied behind the minister’s stance. The backlash has exposed a significant decline in trust towards DStv’s commitment to its Ghanaian audience. When consumers see a brand as exploitative, they are more likely to question its value and seek alternatives, even if those options are less well-known. This erosion of loyalty presents a long-term threat to DStv’s market share, especially as competitors and local broadcasters capitalise on the opportunity to position themselves as more consumer-friendly alternatives.

Strategic Lessons for Businesses

The DStv-Ghana dispute offers critical lessons for businesses on the importance of managing consumer perception to build and sustain a positive brand image.

1. Perception Shapes Consumer Reality. Consumers might not have access to a company’s financial data or operational difficulties, but their perceptions, whether correct or not, define their reality. In DStv’s case, the perception of exploitation has eclipsed its arguments about economic pressures. Businesses must proactively address consumer concerns, even if they believe those concerns are mistaken, to avoid appearing unresponsive or uncaring. Clear communication and tangible actions, such as price adjustments or improved customer engagement, can help align perceptions with the brand’s intended image.
2. Cultural and Local Context is Paramount. DStv’s failure to align its pricing with Ghana’s improved economic conditions has fostered a perception of insensitivity. Multinational brands must tailor their strategies to reflect local economic and cultural realities, ensuring that pricing, communication, and service delivery resonate with regional expectations. MultiChoice’s compliance with Nigerian regulators demonstrates an understanding of that market’s dynamics, but its reluctance to adapt in Ghana has fueled accusations of bias and eroded trust.
3. Transparency and Empathy Build Trust. The Minister’s decision to publicly reveal MultiChoice’s comparative pricing across Africa is a strategic move to promote transparency and has garnered public support. In contrast, MultiChoice’s defensive approach and focus on operational issues failed to address customer concerns. Businesses should prioritise empathetic communication, recognise consumer difficulties, and offer solutions that show a genuine commitment to their well-being.
4. Proactive Engagement Mitigates Crises. The DStv dispute escalated because MultiChoice failed to anticipate or address public discontent before it reached a boiling point. Businesses should proactively monitor consumer sentiment, especially on social media, and engage stakeholders early to prevent issues from escalating. For example, DStv could have started discussions with the Ministry or offered a modest price adjustment before the minister’s ultimatum, demonstrating responsiveness and avoiding a public standoff.

Conclusion

The DStv-Ghana dispute highlights that perception is not just a peripheral concern but a strategic asset that can make or break a brand’s reputation. MultiChoice’s failure to address pricing issues, communicate with empathy, and align with economic realities in the region turned a manageable problem into a public relations crisis. Conversely, Hon. Sam George’s emphasis on consumer advocacy and transparency strengthened his public image, demonstrating how perception can be harnessed to build trust and influence.

For DStv and other businesses, the lesson is clear: prioritising consumer perception is vital for maintaining a positive brand image. This involves proactive engagement, culturally sensitive strategies, and a commitment to transparency and fairness. In an age where social media amplifies consumer voices and regulatory oversight is increasing, businesses that neglect perception risk losing not only customers but also their position in the market. By learning from the DStv-Ghana saga, companies can turn perception challenges into opportunities to develop stronger, more trusted brands that connect with their audiences.

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Dr Linda Narh, Lecturer & Coordinator (MA Brands and Communication and MBA Corporate Communications), University of Professional Studies, Accra. linda.narh@upsamail.edu.gh