brand

Topics: Brand, Brand management, Branding Pages: 36 (10305 words) Published: April 7, 2014

INTRODUCTION
Brand - A Brand is naming of a product/service which differentiate it from its competitors.A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality. As diverse individuals we all have an inborn tendency to see the world in our own special ways. Each and every individual can view the same event at the same time in different manner from all the other persons for each individual his reaction towards a particular based on his needs, wants, values and desire and his past experience. The way an individual reacts in a particular situation or an event is merely what that individual perceives about that situation. Hence individual reacts on the basis of their "perception" .in other words we can say that the purchase behavior of the individual is the result of his perception. Since the consumer purchase decision depends upon large extent of his perception, so it is important that the marketers understand the whole concept of the perception„so that they can determine the factors that influence the consumer purchase decision. To form the perception about a particular brand the consumer has to pass through many phases, which can be highlighted as: a) Perceptual selection

b) Perceptual organization
c) Perceptual interpretation
The individual may perceive many stimuli but is highly selective in nature how the consumer perceives a stimulus depends to a large extent on the nature of the stimulus, which includes the productive nature, physical appearance, brand name, level of advertisement and feature associated with the product. This study accounts for all the factors while evaluating the consumer perception to words the branded Vs unbranded shoes. The consumer has emerged as the king of the market, no doubt but to go for branded products is still I he hands of consumer. The branded products, in general are also not far from their branded counterparts in terms of availability, quality and technology, but does the formality prove to be the only criteria for consumer perception for a particular duct. The making of these unbranded products in the market has posed many question, as, will sweep the branded product market off there feet? How these unbranded products are going to change the perception of branded products, the branded product companies are going to formulate better strategies to remain and to have a better edge in the market. So we first start with getting families with word "BRAND", a brand is defined as a name term, sign, or special design of some combinations of the elements that is intended to identify the goods or service s of one seller or group of seller. A brand differences these products from those competitors. And is a seller to deliver to a specific set of benefits or attributes or ice to the buyer. Brand name is that part of a brand, which can be vocalized - the utter able examples are valvolin, American express, and cola.

1.1The Emergence of Brands
Historically, most products went unbranded. Producers and middleman their gods directly out of barrels, bins, and cases without any supplier identification .the earliest signs of branding were in the efforts of medieval guides craftsman to put trade marks quality .in the arts, too, branding in with artist singing their works. In the United States the earliest brand promoters...

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