Product and Brand Management

?AFFECT OF BRANDING ON CONSUMER bribe DECISION IN FMCG GOODS AND DURABLE GOODS? INTRODUCTION What is a BRAND? betray cognizance and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A fall guy is a emblematical embodiment of all the information connected to the product and serves to create associations and expectations somewhat it. A instigator often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit note taxs, ideas, and even personality.Concepts Marketers engaged in stigmatisation assay to develop or align the expectations behind the shuffle experience, creating the whimsey that a shuffle associated with a product or service has certain(prenominal) qualities or characteristics that make it special or unique. A brand build may be developed by attributing a personality to or associating an attribute with a product or service, whe reby the personality or image is branded into the consciousness of consumers. A brand is at that placefore whiz of the some valuable elements in an advertising theme.The art of creating and maintaining a brand is called brand management. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is tell to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the score of the company present. For example, Disney has been successful at mark with their particular script font (originally created for Walt Disneys signature logo) which it employ in the logo for go. om. DNA refers to the unique attributes, essence, purpose, or profile of a brand and, in that locationfore, a company. The term is borrowed from the biological DNA, the molecular blueprint or patrimonial profile of an organism wh ich determines its unique characteristics. Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise. The term brand ring is often used interchangeably with brand, although it is more correctly used to specifically denote written or spoken linguistic elements of a brand.In this context a brand name constitutes a emblem of trademark, if the brand name exclusively identifies the brand owner as the commercial-grade source of products or go. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Brand energy is a concept that golf links to puther the ideas that the brand is experiential that it is not just about the experiences of customers/ electric potential customers but all stakeholders and that businesses are essentially more about creating value through creating meaningful experiences than generating profit.Economic value comes from businesses transactions between concourse whether they be customers, employees, suppliers or other stakeholders. For such value to be created race first have to have positive associations with the business and/or its products and services and be energised to behave positively towards them hence brand energy. It has been defined as The energy that flows throughout the system that links businesses and all their stakeholders and which is manifested in the behavior these stakeholders think, feel and behave towards the business and its products or services. Attitude branding is the pick to represent a feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as status branding includes that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc. A great brand raises the taproom it adds a greater sense of purpose to the experience, whether its the challenge to do your scoop out in sports and fitness, or the affirmation that the cup of coffee youre dr inking authentically matters. Howard Schultz (CEO, Starbucks Corp. ) The act of associating a product or service with a brand has become part of pop culture.Most products have some charitable of brand identity, from vulgar table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e. g. political parties or religious organizations) may also be known as branding. OBJECTIVE OF PROJECT WORK Main ObjectiveThe main verifiable of inquiry is to analysis how the brand effects the customer purchasing finish in FMCG goods and durable goods Sub ObjectiveThe sub objective of research is to understand the choice of the customer is branded or nonbranded goods.JUSTIFICATION FOR CHOOSING A PARTICULAR RESEARCH PROPOSAL brand can be viewed as a tool to position a product or a service with a consistent image of quality and value for silver to ensure the development of a recurring preference by the cu stomer. It is common knowledge that the consumers choice is influenced by many surrogat es of which the simplest one is a brand name. Although there may be equally substantial products, the consumer when satisfied with some brand does not want to spend supernumerary effort to evaluate the other alternative choices.Once he or she has liked a part icular brand, he or she tends to stay with it, unless there is a steep rise in the price or a discernible better quality product comes to his/her knowledge, which prompts the consumer to switch the brand. Companies spend a lot of money and time on the branding and thus it ineluctably a careful evaluation on the effect of branding on consumer buying behavior. QUESTIONNAIRE 1. Are you a brand loyal customer? Yes No 2. Which attributes did attract you to purchase branded products? Rank these attributes in order of their grandeur to you. Brand Name Price Easy Availability Transparent Cleanliness new(prenominal)s 3. What was the suit for the delay between the purchase decision and the actual purchase? financial constraints Waiting for more innovative product Waiting for market reception 4. What influenced you to buy the above stated brand(s) ? Advertising Word of mouth dinky packaging Dealer Shop Display Family/Friend/Relatives Any Other 5. work out of Brand name on purchasing decision equal powerfully fit disagree strongly disagree 6. puzzle out of graphic symbol on Purchase last Agree Strongly Agree Disagree Strongly disagree 7. Influence of Price on Purchase finis Agree Strongly Agree Disagree Strongly disagree 8. Influence of Product features on Purchase Decision Agree Strongly Agree Disagree Strongly disagree 9. Influence of Family members on Purchase Decision Agree Strongly Agree Disagree Strongly disagree 10. Influence of Peer group on Purchase Decision Agree Strongly Agree Disagree Strongly disagree 11. Influence of Advertisement on Purchase Decision Agree S trongly Agree Disagree Strongly disagree 12. Will you like to switch your brand preference if you get some promotional scheme with another brand? Yes No 13. Do you think branded products are better than unbranded products? Yes No appoint OF THE RESPONDENT ADDRESS EDUCATIONAL QUALITICATION OCCUPATION AGE MONTHLY INCOME 1. degree centigrade% Financial Inclusion A Challenging Task Ahead 2. Afforestation of dry Wastelands Through Energy Plantations A Case Study from India 3. Agribusiness arena in Rural India and Increasing Opportunities of E -Commerce 4.Asset prices and inflation is there a predictive link 5. Back Water Tourism in Kerala Challenges and Opportunities 6. Banking Channel Perceptions An Indian Youth perspective 7. Banking on Themselves 8. Behavioral Skills Trainings in Travel Agencies 9. Brand awareness and preference in rural markets 10. branding for 21st Century Teenagers 11. Branding India for Health and Spiritual Tourism 12. Branding India Strategic Challenge s and Possible Approaches 2. subliminal messages in advertising and how they affect consumers.