Volume : V, Issue : VI, June - 2015

Effect of Branding on Consumer Perception: An Insight into Literature

Richa Goel

Abstract :

 Branding of a product is a means to create differences in the product from that of the competitors. Such a practice involves assigning a different name, symbol, design etc. to the product so that it facilitates the consumers in identifying the product that they are looking for and differentiating one product from another. The underlying research aims to identify the effects that anding of the products has on the perceptions of the consumers. The research, based on the review of literature, tries to explore the extent to which anding influences the decision of the customers, the reason behind the difference in the perceptions of the different customers about the same product even when the company directs a same message to all the customers, how the addition of a anded ingredient to a host and could influence its image etc. The research indicates that anding has a strong role to play in the marketing environment and has the capacity to provide benefits to the marketers of various products.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Richa Goel Effect of Branding on Consumer Perception: An Insight Into Literature Indian Journal of Applied Research, Vol.5, Issue : 6 June 2015

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