Affect of Branding on Consumer Purchase Decision

Abstract
Brand recognition and other reactions are created by the use of the product or service and
through the influence of advertising, design, and media commentary. A brand is a symbolic
embodiment of all the information connected to the product and serves to create associations and
expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound,
which may be developed to represent implicit values, ideas, and even personality. Brand equity
measures the total value of the brand to the brand owner, and reflects the extent of brand
franchise.
The term brand name is often used interchangeably with "brand", although it is more correctly
used to specifically denote written or spoken linguistic elements of a brand. In this context a
"brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand
owner as the commercial source of products or services. A brand owner may seek to protect
proprietary rights in relation to a brand name through trademark registration.
Marketers engaged in branding seek to develop or align the expectations behind the brand
experience, creating the impression that a brand associated with a product or service has certain
qualities or characteristics that make it special or unique. A brand image may be developed by
attributing a "personality" to or associating an "image" with a product or service, whereby the
personality or image is "branded" into the consciousness of consumers. A brand is therefore one
of the most valuable elements in an advertising theme.
The art of creating and maintaining a brand is called brand management. A brand which is
widely known in the marketplace acquires brand recognition. When brand recognition builds up
to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said
to have achieved brand franchise. One goal in brand recognition is the identification of a brand
without the name of the company present. For example, Disney has been successful at branding
with their particular script font (originally created for Walt Disney's "signature" logo) which it
used in the logo for go.com. "DNA" refers to the unique attributes, essence, purpose, or profile
of a brand and, therefore, a company. The term is borrowed from the biological DNA, the
molecular "blueprint" or genetic profile of an organism which determines its unique
characteristics

Objectives
Primary Objectives
The main objective of research is to analysis how the brand effects the customer purchasing
decision in FMCG goods and durable goods

Affect of Branding on Consumer Purchase Decision

Secondary Objectives
The sub objective of research is to understand the choice of the customer is branded or nonbranded goods
Branding can be viewed as a tool to position a product or a service with a consistent image of
quality and value for money to ensure the development of a recurring preference by the
customer. It is common knowledge that the consumer's choice is influenced by many surrogates
of which the simplest one is a brand name. Although there may be equally satisfying products,
the consumer when satisfied with some brand does not want to spend additional effort to evaluate
the other alternative choices. Once he or she has liked a particular brand, he or she tends to stay
with it, unless there is a steep rise in the price or a discernible better quality product comes to
his/her knowledge, which prompts the consumer to switch the brand.
Companies spend a lot of money and time on the branding and thus it needs a careful evaluation
on the effect of branding on consumer buying behavior.
Brand energy is a concept that links together the ideas that the brand is experiential; that it is not
just about the experiences of customers/potential customers but all stakeholders; and that
businesses are essentially more about creating value through creating meaningful experiences
than generating profit. Economic value comes from businesses' transactions between people
whether they be customers, employees, suppliers or other stakeholders. For such value to be
created people first have to have positive associations with the business and/or its products and
services and be energised to behave positively towards them - hence brand energy. It has been
defined as "The energy that flows throughout the system that links businesses and all their
stakeholders and which is manifested in the way these stakeholders think, feel and behave
towards the business and its products or services." Attitude branding is the choice to represent a
feeling, which is not necessarily connected with the product or consumption of the product at all.
Marketing labeled as attitude branding includes that of Nike, Starbucks, The Body Shop,
Safeway, and Apple Inc.
"A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's
the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're
drinking really matters." - Howard Schultz (CEO, Starbucks Corp.)
The act of associating a product or service with a brand has become part of pop culture. Most
products have some kind of brand identity, from common table salt to designer clothes. In noncommercial contexts, the marketing of entities which supply ideas or promises rather than
product and services (e.g. political parties or religious organizations) may also be known as
"branding".

Affect of Branding on Consumer Purchase Decision

Reference :
wwww.wikipedia.org
www.seminarsonly.com

https://www.scribd.com/doc/106459596/Project-on-Effect-of-Branding-on-Consumer-Buying-Decision