An Investigation on the Importance of Brand Names to Consumers

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An Investigation on the Importance of Brand Names to Consumers Introduction: The aim of this research is to find out why brand names are important to consumers. The reason why this research has been undertaken is because branding is an interesting topic, which plays a major part in everyday life. Brands are found everywhere that hardly anything today is unbranded, including clothes, food, furniture and even cars. The research will show why brands are important to consumers. This research proposal will report other authors who have commented on brands. The author will be conducting primary research in forms of questionnaires and interviews. This is an important study for the reason that it…show more content…
'Cheap Jeans Better Than Designer Denim' The case for brands (Economist) 9/8/2001, vol.360 issue 8238 Besides, brands are important to brand owners, brands are also important to consumers. A brand represents a pact between brand owner and consumer. Branding therefore is not a cynical activity imposed on the unsuspecting consumer against their will. Brands allow consumers to shop with confidence in what is an increasingly complex world. The brand offers the consumer a guarantee of quality, value and product satisfaction. Therefore as long as the brand keeps its part of the bargain the consumer will continue to support it. However, should the consumer not like the brand, or should it fail to deliver what the consumer requires, or should another brand appear which suits the consumer's needs better, then the brands identity allows the consumer to avoid the brand and purchase an alternative brand. Brands are defined in various ways by different authors, one definition by Leslie De Chernatony and Malcom H.B McDonald (1994): "A successful
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