Abstract:
The basic purpose of our study is to analyze the relationship between branding and how it affects consumers’ buying behaviour. Branding is at the heart of marketing. The reason for this statement is that marketing should not only be about meeting needs but also about fulfilling expectations. Marketers strive to create strong brands that can sustain themselves over the years and from generation to generation. Brands like Coca Cola and Marlboro have been around for decades and their appeal is still massive all over the world. Through advertising and other marketing means, companies try to form favorable consumer perceptions about the brand. These perceptions are very important as it does not matter how strong the brand is in actual terms but what is important is the perception formed about it in the consumer mind. This perception, whether accurately reflecting the products features and attributes or not, will be the motivation behind consumer buying.
