Abstract

Abstract: The paper begins with a brief introduction of the different concepts of brand and some of the factors relating to successful branding before divining into the depths of the topic. This is followed by a brief and clear outline of the project aims and objective, with the main aim being to analyse how branding affects consumer purchasing decision. The author then provides a brief presentation of the project in terms of the intent and rationale. As the paper progresses into the literature review, a detailed overview of the relevant papers and books have been provided. The review starts at the very basics of branding and its functions and further progresses to take a look at some of the important concepts of brand equity and brand image. From the consumer point of view the paper looks at one of the authoritative work on the perception, learning and attitude of different customers to the brand, especially in terms of the purchasing behaviour. Following the project methodology is described in detail. The choice and explanation of the questionnaire is one of the important aspects. Moreover, the sample size of twenty five people comprising of 13 women and 12 men has been justified. This is followed by the analysis and finding section which perhaps is the most significant part of the paper. The analysis employs statistics software to present the data in graphical as well as more analytical manner. The crucial finding being that the establishment of the relation between branding and consumer purchase decision. Drawing from these finding the paper then ends in a set of implications and recommendations for brand managers to be kept in mind while dealing with the subject.