How Branding Affects Consumer Purchasing Research Proposal Essay

1682 Words Feb 5th, 2009 7 Pages
Proposal. How Does Branding Affect Consumers’ Purchasing Decisions?
1. Introduction
Branding is an important element in business. Without a brand, customers have to explain to the sellers in detail about the products that they want, while sellers may be confused or give the wrong products to the customers. Therefore, it can be assumed that brand acts as a sign, name or symbol for the products and services. The main aim of the brand is to identify the products or services of a seller or groups of sellers and differentiate an offering of a seller from that of its rivals (Kotler, 2003).

In recent years, brand played a significant part in the market as the marketers added value to the brand to make it more preferable compared to other
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Therefore, differentiation can help create brand perception to make the brand unique (Nandan, 2005).

Many studies showed that customers decide to buy a product because of its value and utility, not the brand concept (Kinra, 2006). Research indicated that attributes of a product is more important than physical attraction. When consumers make decisions to purchase products, they are concerned more about the attributes that the products offer (Kinra, 2006). For example, Sarah has seen the iPhone advertisement which is attractive, the most popular phone in the market, and it also has various functions. However, Sarah decides not to buy one because it offers functions she does not need.

A basic idea of brand management is the creation of value (Simms & Trott, 2006). This infers that brands add to consumer value in several ways. First, brand can help consumers interpret information. It is a tool for organising and remembering a large quantity of information that a consumer has known over time (Simms & Trott, 2006).

Second, brand can influence buying decisions. Third, brands may add meaning and feeling to products. To do this well, companies should adopt suitable advertising to emphasise value and meaning of the brand to influence customers to purchase products and build positive brand perception (Wood & Pierson, 2006). However, firms should carefully select a brand name which will help customers to interpret
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