A STUDY ON HOW DOES BRANDING AFFECTS CONSUMER BEHAVIOUR

Abstract

A brand is a promise of quality and plays an important part in the customer's thinking. It is a name or logo that signifies a specific level of quality and, once established in the mind of the client, becomes indelible. Branding is a strong marketing tactic that has shown to be beneficial in the past and can help all sorts of organisations when applied correctly. Brand mismanagement, on the other hand, may be disastrous. The purpose of this research is to look at the influence of branding on consumer behaviour, especially how much customers are prepared to pay for branded items and how much significance they place on price, brand, and other aspects when making purchase decisions. The study will contain a thorough literature analysis on branding, brand loyalty, awareness, equity, and reputation.