INTRODUCTION

A brand is a set of marketing and communication methods that help to distinguish a company from
competitors and create a lasting impression in the minds of customers. The key components that form a
brand's toolbox include a brand's identity, brand communication (such as by logos and trademarks), brand
awareness, brand loyalty, and various branding (brand management) strategies.[2] Brand equity is the
measurable totality of a brand's worth and is validated by assessing the effectiveness of these branding
components.[3]In a fleeting market where traditional linear models of business are being replaced by more
radical interconnected models, brand equity is one marketing technique that remains firmly rooted in
prosperity. To reach such an invaluable brand prestige requires a commitment to a particular way of doing
business.[3] A corporation who exhibits a strong brand culture is dedicated on producing intangible outputs such
as customer satisfaction, reduced price sensitivity and customer loyalty. [2] A brand is in essence a promise to its
customers that they can expect long-term security, a competitive frame of reference and consistent delivery of
functional as well as emotional benefits.[2] When a customer is familiar with a brand or favours it incomparably
to its competitors, this is when a corporation has reached a high level of brand equity. [

AIMS N OBJECTIVES
The main objective of research is to analysis how the brand effects the customer purchasing decision. Brand plays an important
role as an inseparable part of the product of a business firm. Brand helps to promote product, to build image, personality and to
develop brand loyalty. The main objectives of branding product are as follows:
1. To differentiate a firm's product
Brand helps to differentiate firm's products from competitors' products. This makes customers feel easy to recognize products
of genuine producers.

2. To assist in promotion
The other objective of branding is to help in conducting promotional activities. The activities such as advertisement, personal
selling, publicity, sales promotion etc. are conducted with brand name.

3. To increase prestige and status

Branding helps to increase prestige, personality and status of producers, distributors, customers etc.

4. To maintain product quality

One of the main objectives of branding is to pay attention to maintain quality of the products in order to sell and distribute the
products with brand name.

5. To increase brand loyalty

The other objective of branding is to increase customer' loyalty to brand or branded product. The customers can buy only the
branded products repeatedly.

6. To legally protect the firm

The other objective of branding a product is to protect the business firm from any legal obstacles and get legal recognition and
protection.

7. To build values for customers

To build consumer value and benefit of the products or value building of products is the other objective of branding. A marketing
manager should concentrate his efforts on promoting special quality and advantage of the products of certain brand name. This
also should promote the value of the products to the consumers.

DETAILED REPORT
Branding of products is very important in marketing. It promotes image and reputation of business firm. It also gives satisfaction
to the customers. Trademark helps producer and sellers get legal protection. From this customers can get quality products at
reasonable price.
Producers, sellers, customers get different benefits and advantages from brand name and trademark. So, the main reasons for
branding products are the benefits and advantages that the consumers and business firm get. The importance and reasons for
branding products can be mentioned as follows:

Importance and reasons of branding from consumers' viewpoint

1. Product identification
Branding plays an important role to help consumers or industrial users to identify and differentiate the products from the other
company. The consumers or users, with little effort, can easily buy the products of the brand whichever they want.

2. Stability in quality and price

As the products, which have been branded, do not differ in quality and price, the consumers can purchase such products with
confidence. moreover, mostly reputed producers produce the branded products. The producer always try to improve quality by
which the consumers get more utility and benefits from branded products.

3. Buying spares and parts

Branding helps customers to buy spares and parts for their automobile, machines, and other equipment. As the producer
produce such spares and parts in the same brand name and trade mark, the customers do not have to cheated by counterfeit
products.

4. Regular supply
As the branded products are supplied regularly, the customers can get and use them regularly. If once the customers are
satisfied with the products, they buy the products of the same brand when need again.

5. Social prestige
Social prestige, respect and status of consumers rise up from buying branded products. Branded products also give
psychological satisfaction to the consumers.
So, branding product is logical and useful for the above mentioned benefits the customers or consumers get from branded
products.

Importance and reasons of branding from producers' viewpoint

From the producers' and sellers' point of view, the following advantages and benefits can be enjoyed from branded products:

1. Advertising
Branding helps producer and sellers to promote their products and sales through advertisement. Branded products can be
advertised and advertisement creates demand.

2. Market control
Branded products can control market more than the unbranded ones. It becomes possible to receive purchase order from
customers for the products, which have brand name or symbol. If the products have brand name, 'brand loyalty' or 'brand
patronage' becomes possible.

3. Expansion of product mix

A reputed manufacturing company, which produces and sells better products of established brand, can also produce other new
products using same brand. The customers who have brand loyalty of the old products confidently buy and use the new
products of the same brand. In this way, branding helps to develop, produce and sell new products.

4. Reduces price comparisons

If the products are branded, the customers do not compare price with other products of different companies, because brand
itself differentiate the products and prices. Hence, the producer or sellers become free to determine price.

5. Goodwill and image

Quality product and popular brand help increase goodwill and image of the manufacturing firm and sellers. Such brand attracts
general public towards the firm. As a result, volume of sales increases. Besides this, banks and financial institutions provide
necessary financial help for production and sales.

Importance and reasons of branding from society's viewpoint

1. Promotion of social events

A company, which deals in products of reputed brand, sponsors for different social programs such as education, health, sports,
cultural campaign, seminar, workshop etc. for the promotion of product. Such activities do not only promote products but also
make the society aware.

2. Consumer welfare
Branded products protect consumers' rights. If any wrong, defect or fault is found in branded products, the consumers can get
compensation according to the legal provision. But if any defect, fault found in unbranded products or they cause damage or
loss, it becomes difficult to identify and take legal actions.

3. Environmental protection

Products of reputed brand become helpful in environmental protection.On the other, environmentally aware society gives
priority to use environment friendly brand. In this way, brandingof products also helps protect environment.