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Project Report on:-

AFFECT OF BRANDING ON CONSUMRS


PURCHASE DECISION
For
DISSERTATION SYNOPSIS
Post Graduation Diploma in Management
(NBA, NAAC and IAO (USA) Accredited)

Submitted To: Submitted By:


Mrs. SALONI CHITKARA ROZINA ASKARI (BM015208)

INSTITUTE OF MANAGEMENT STUDIES


Lal Quan, G.T. Road, Ghaziabad-201009

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TABLE OF CONTENT

SR.NO CONTENT Page No.


.
1 Brief Introduction Of Financial Inclusion 03

2 Literature Review 04

3 Objectives of study 05

4 Research methodology 06

5 References 07

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BRIEF INTRODUCTION OF TOPIC

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
characteristic

An effective brand strategy gives you a major edge in increasingly competitive markets. But
what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It
tells them what they can expect from your products and services, and it differentiates your
offering from that of your competitors. Your brand is derived from who you are, who you want to
be and who people perceive you to be. The foundation of your brand is your logo. Your website,

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packaging and promotional materials--all of which should integrate your logo--communicate
your brand.

Your brand strategy is how, what, where, when and to whom you plan on communicating and
delivering on your brand messages. Where you advertise is part of your brand strategy. Your
distribution channels are also part of your brand strategy. And what you communicate visually
and verbally is part of your brand strategy, too.

Consistent, strategic branding leads to a strong brand equity, which means the added value
brought to your company's products or services that allows you to charge more for your brand
than what identical, unbranded products command. The most obvious example of this is Coke vs.
a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its
product--and customers will pay that higher price.

The added value intrinsic to brand equity frequently comes in the form of perceived quality or
emotional attachment. For example, Nike associates its products with star athletes, hoping
customers will transfer their emotional attachment from the athlete to the product. For Nike, it's
not just the shoe's features that sell the shoe.

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The Impact of Brand Image on Consumer Behavior: A Literature Review

Yi Zhang

Department of Marketing, Management School, Jinan University, Guangzhou, China Received


20 December 2014; accepted 8 January 2015; published 16 January 2015. This work is
licensed under the Creative Commons Attribution International License (CC BY).

Abstract
The concept brand image has drawn significant attention from academics and practitioners
since it was put forward, because it played an important role in marketing activities. Although
brand image was recognized as the driving force of brand asset and brand performance, few
studies have elaborated on the relationship between brand image and brand equity. Based on
the brand image theories, this study reviewed extant studies about the impact of brand image
on consumer from perspective of customer equity. It also presented the shortcomings of
current research and pointed out the trends for future study.

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OBJECTIVES
The primary objective is to analyse how the brand effect the customers buying decision
The main motive is to find out whether customer choice is branded or non branded
The impact of reduced branding on consumer choice. When branding on packaging is
reduced, how does this influence decision making?
The impact of increased non-branded information on consumer choice. What effect does
non-branded information, such as nutritional information, have on decision making?
The impact of copycat branding on consumer choice. When a brand is perceptually
similar to another, well established brand, how does this effect decision making?

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RESEARCH METHODOLGY

a) Research Design
The study is exploratory in nature with survey method being used to complete the study.
i. Universe of study: Uttar pradesh Region

ii. Sample selection: Ghaziabad Region

b) Sample Design
i. Sample Unit: Customers residing in Ghaziabad region
ii. Sampling Technique: The research design adopted in this study is descriptive
research in order to produce descriptive information
iii. Sampling Area : Ghaziabad region.

c) Data Collection
i. Sources: The sample of the customers was taken from the primary sources i.e.,
survey has been done to collect the data from filling of the questionare

Bibliography

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http://www.ijoart.org/docs/Consumer_Perception_and_Buying_Decisio
ns.pdf

https://www.entrepreneur.com/encyclopedia/branding

https://www.google.co.in/webhp?sourceid=chrome-
instant&ion=1&espv=2&ie=UTF-8#q=literature%20review%20on
%20branding

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