Introduction

Modern times reflect key changes in the marketing strategies employed by companies seeking to sustain competitive advantage. The financial health of these companies is now dependent on the amount of information that is collected in regards to consumer purchasing habits. These companies have resorted to the adoption of behavioural and sociological studies in order to collect this important data and to further the corporate understanding of consumer purchasing patterns. The study of these fields are an attempt to establish a correlation between consumer spending and the key factors involved in consumer preferences in terms of attitudes, cognition, perception and learning. Companies shifting their focus from a product/market driven line of attack to consumer driven marketing activities reflect this evolution of marketing. As a direct consequence of this shift, companies are now attributing much more importance on the reaction consumer display in regards to the 4Ps (product, price, promotion and place) and have further implemented three additional Ps, physical layout, process and people (Kotler). Current market trends show that the homogeneity of product has increased, meaning that few functional differences between key competitors currently exists in most highly competitive markets. This decrease in product differentiation is considered to be the direct result of high levels of competition that exists within todays markets, as well as the technological advances of production and distribution methods. Because these advances have diminished the ability of technological innovations to offer sustainable competitive advantage and have made product differentiation extremely. As a direct consequence, branding has emerged as a significant feature of contemporary marketing strategies and is now considered a key organizational asset. The symbolic values associated with brand names have become the basis for product differentiation, with leading strategies attempting to emulate key factors that are conductive to key behaviours associated with consumer purchasing patterns. When you hear names like Cadbury, Gillette, Lakme, Titan, McDonalds, Nokia, Levis, Videocon, whats the first thing that comes to one's mind? Well there could be different answers for this

one question. After all, different people think differently. What consumers think about these names makes a big difference. This is because all marketers ultimately aim at creating a space in the minds of consumers. They try to achieve this goal by creating what we commonly know as Brands. Brands can be anything. They can be names, signs, symbols, mascots, terms, logos or a combination of these, that gives a company its required differentiation from its competitors and others in the marketplace. Thus brand is a very simple concept which every Company has to design or formulate before it starts its core activities or services.

Need for Branding

Whether one is in the market to sell a product or a service, you need to distinguish yourself in order to gain consumer preference and loyalty. The branding process helps to achieve this objective. Every product/service possesses certain characteristics and properties which the marketer communicates to his/her consumer. Its on the basis of these characteristics and properties that the marketer achieves differentiation. Example- If we talk about a brand like BlackBerry by RIM (Research In Motion), they differentiate themselves on the basis of the push technology and the open standard that enables developers to add applications according to customers' needs, while if we take the instance of Dove Soap, a brand by HUL (Hindustan Unilever) it stresses upon being a moisturiser and not a soap. Every brand, Thus, distinguishes itself on certain aspects which may be called as the USP or Unique Selling Proposition of the brand. A brand tries to differentiate itself based on its packaging, tagline, features or simply uses. However whatever maybe the product, its important to communicate it to a well defined target market where there exists demand for the product and in order to stimulate this demand most marketers use branding as an effective strategy to break the clutter and stand out and fulfil customers needs. You cannot sell a Ritu Kumar outfit to a middle class housewife and nor can you sell a Colgate kids toothpaste to a 60 year old. Hence, understanding the target market is of great significance in branding.

While building a brand, the most essential element that any Company wants its brand to achieve is Credibility. This is because only if your brand enjoys credibility will the customers choose your brand over others. But this credibility does not come up automatically. It has to be built over time and with suitable marketing strategies. Thus, every brand needs to create a strong connect with its customers so that it can survive in the market for many years to come. However customers are not the only factor that determines the survival of a brand in the market but even competitors play a major part. Competitors cannot be ignored because at the end of the day the brands have to survive in the market filled with competition. Brands have to come up with strategies to overshadow their competitors and race ahead of them. Hence, innovation is the key to defeat competitors. In an environment where you have new brands being launched every now and then, its important for companies to invest in research and development activities, to focus on brand innovations. Innovations could be done with respect to the product attributes, packaging, designing and so on. Apple Inc, one of the top American Companies that designs and markets consumer electronics, computer software and personal computers has given an entirely new dimension to information technology with its wide range of innovative products like the I-pad, I-phone, and I-Ads and so on. Thus its innovations that take any Company to take the lead.

Formal Definition: Thus as per the American Marketing Association a brand is defined as A name,
term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.

Other Definitions: So far, the above-mentioned literature restricts the effects of branding to a
consumers interpretation of how a specific brand relates to his or her personality based traits. Macrae however, elaborates by introducing the additional element of Brand Essence, which he defines as being the soul or very reasons for being of a company. Macrae (1996) furthers this definition, by stating that a company must consider its own employees with the same importance as its targeted

consumers, because both are of equal importance. He justifies this by shedding light on the fact that it is the employees that promote the products or services in direct sales situations, not the company. This concept of branding establishes a clear link between a companys internal working with the outside world of consumers, via their brand. In modern day branding, the creation of tangible values as well as intangible values is quintessential in allowing customer the means to distinguish one brand from another. The reader will appreciate that it is this ability in particular, that separates a brand from a mere product. Kotler expands on the concept of identity by stating that a brand is capable of conveying up to six different levels of meaning to a targeted audience. This is known as the Six Dimensions of The Brand Attributes: A brand will communicate specific attributes, such as prestige Benefits: A brand strengthens a products attributes by communicating a set of benefits that makes it more attractive Values: A brand represents a companys core values and belief system Culture: A brand is representative or target a target audiences sociocultural characteristics Personality A Brand can project behavioural personality patterns of targeted consumers User The brand, in some cases, can emulate the end user

Consumer Behaviour Models

1) Assael's Model In definition consumer buying behaviour, may refer to Assael, who distinguishes four types of consumer buying behaviours. He bases these four consumer types on the varying degrees of involvement and the degree of differentiation amongst the brands in question.

Consumers who are described as displaying complex buying behaviour will expand their beliefs regarding a particular product as a starting point. This stage will eventually lead them to develop positive attitudes regarding the product. This intermediary stages lead them to the final stage of their behavioural pattern, where they consciously make the choice of purchasing the product.

Referring to the Assaels model, one will notice this type of consumer engages in highly involved purchasing experiences being fully aware of the range of brands available and their levels of differentiation.

2) Howard-Sheth Model In order to fully ascertain the effects that branding has on the consumer decision making process, there exists a model that explains not only the process of consumer decision-making during purchasing activities, but one that facilitates the understanding of pre and post purchasing activities as well. This is the Howard-Sheth Decision-making model by Howard and Sheth. The Howard-Sheth model illustrates that cognitive decision-making is the process in which consumers mentally process information that influences his or her selection of brands.
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3) Marketers' Model The product can be copied, but a brand in its totality can not be.Strong brands have a distinct place for themselves in the minds of the consumers. Of course, all strong brands are differentiated and command a lot of awareness in mind space of consumers; still the attribute that actually results in increased sales hence generating billions of dollars is the powerful appeal these brands generate. Marketers first have to create and then maintain a minimum level of awareness about the brand. The prospects should be able to differentiate the product offering from the others in market. Ensuring this differentiation has become a major objective of communication. As emphasized earlier, a brand has to generate a powerful appeal to customers to be successful in market. Example: Premier had a lot of awareness and differentiation with respect to Maruti or Ambassador, but still it went out of market, as it lacked the appeal.

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For high involvement products, marketers should provide extensive information to the user and establish their brand superiority over the rival brands. Hyundai ran a series of advertisements that compared Santros features to those of competitors to establish its brand superiority. Consumers inlowinvolvement conditions tend to be problem solvers rather than satisfaction maximisers. So focus on one or two attributes will fall with in their limited cognitive inclination. Revive- instant starch, Disprin- fast relief etc. are some instances. Brand communication shouldattack the problem and establish brands as problem eliminators. Short and frequent messages increase the top of mind recall, hence facilitating the brand at point of purchase. High visual content is consistent with passive nature of consumer.

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Some products like flowers, cards, etc. are bought for their affective delivery or satisfaction. In such categories, the advertisements should arouse feelings in the consumer, hence generating an appeal to his emotions. Omegas sign of excellence ignites same appeal to emotions. Also point to note here is that, it is the Low Involvement products where Indian brands have been doing exceedingly well and being accepted by the consumers. As we move up the value chain to the high involvement and experiential products, there is a dearth of Indian brands and the global brands are more prominent and have consumer acceptance.

High Involvement & Search based Decision making

Low Involvement & Search based Decision making

Complex Decision Making (Auto, Electronics)

Variety Seeking (Cereals)

Brand Loyalty (Cigarettes, Perfumes)

High Involvement & Habit based Decision making

Inertia (Canned vegetables, Paper Towels)

Low Involvement & Habit based Decision making

Impact of Branding on Consumer Behaviour

The branding process can include any aspect of the promotional strategy, including audio/visual forms of promotion. By learning from this information, whether it is a conscious process or not, the

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consumer will develop strong feelings towards a brand. For marketers, branding has a vital effect on the learning process, because it is self-growing. Once consumers start to purchase product, others will vicariously learn from them. Vicarious learning is when consumers begin to copy the behavioural patterns of their peers by making changes in their own lives to reflect what they have vicariously learnt. Example: If one considers the legal music downloads industry, one might struggle to understand why a consumer would be willing to pay for a musical track, on say the iTunes Music Store, when he or she could just as easily obtain the same track, for free, via the may file-sharing software that exists. Apples use of celebrity endorsements has caused of movement of loyal consumers who in essence, vicariously learn from both the celebrities that endorse the services and the lifestyle it offers, as well as family and friends who have adopted the product as well. In a market where branding is used, products are no longer only purchased for their functional characteristics, but primarily for the social or in some cases, psychological identity they express. Building on these concepts, One can elaborate on these concepts by outlining two determinants that influence a consumers perception of brands. These two factors are stimulus discrimination and stimulus generalisation (According to Tulin Erdem) Erdem raises a fundamental question by asking whether a consumer has the ability to discriminate between the various methods used to stimulate a consumer. His findings show that when a customer is introduced to a brand, whether this is done via advertising, packaging, word of mouth marketing or any other form of stimuli that affected them during their decision-making process, their levels of awareness of the brand will gradually increase via their ability to learn. Once their levels of brand awareness has increased, Erdem continues to say that their purchase decision-making process will be influenced by their perception of the brand in question. Example: Many believe that it is the iPod and the iTunes music store that saved the company from financial ruin. During the launch of the iPod, heavy importance was placed on advertising and

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promotion. As brand awareness levels rose, consumers quickly adopted the iPod as the defacto digital music player of this century. The strong brand presence had far reaching effects. With the launch of the of the iTunes music store, which was designed to work specifically with the iPod, consumers perception of Apple and their infamous iPod had a direct influence on them when selecting a online music store. The perception of brands is crucial to both the marketer and the customer. If one considers that frequency of purchases varies from consumer to consumer, one can understand that the influence of perception is vital. By providing relevant information for the consumer market, marketers enable the creation of symbolic links between the consumer and the brand image. Thus, consumers will have the relevant tools needed to distinguish between the brands on offer and therefore be persuaded in their selection. In order to better understand the relevance of branding on the consumer purchase

decision making process, De Cherantony has suggested that four key factors are responsible for directing a potential consumer towards a particular brand. In time, consumer will have faith in a brands integrity via their perceived quality of Perceived Quality the brand in question When a company implements excellent after service sales, this endorses the Building Excellent Service perceived quality of the brand and facilitates activities in the pre and post purchase moments of the decision-making process. As discussed previously, this is key in the creation of loyal customers. By striving to differentiate ones brand from another, companies hope to become Standing Out in the embedded in the users culture and mind. This is the most effective way to insure Consumers consumers positively perceive the brand and product. This eventually leads to mind extremes forms of competitive advantage. Investing in Differential Markets When one seeks to establish a brand, it is essential to select a market in which it is possible to create differentiation. Otherwise, the concepts of branding will not be possible.

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Role of Celebrity in Branding and its impact on Consumer Preference

According to McCracken's definition, a celebrity endorser is an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (marketing communication). Celebrity endorsement is expected to influence the feelings of the consumers and also influence the attitude consumers have towards the advertisement and attitude towards the brands, which can increase the purchase intentions and consequently increase sales. A celebrity endorser used in an advertisement can be interpreted as a reference group or an aspiration group. To become 'associated' with this group, consumers are willing to behave like members of the aspiration group. This means that consumers are trying to behave in the same manner, e.g. try to use the same symbolic meanings of the aspiration group. This celebrity is not restricted to humans only, it could also be a famous fictional cartoon like Tom & Jerry, Fred Flinstone, Tweety, etc. It could also be an athlete, social activist, movie star or anyone who has high following. The match-up hypothesis suggests that the effectiveness depends on the existence of a 'fit' between the endorsing celebrity and the endorsed brand (Till and Busler 1998). In other words, the degree of consumers' perceived 'fit' between an advertised brand and a celebrity endorser's image plays a significant role in product and ad-based evaluations. There should be congruence between the celebrity and the product in terms of characteristics such as image, expertise or attractiveness. The celebrityproduct match model states that attractive endorsers are more effective when promoting products used to enhance one's attractiveness and that their impact will be not significant in the case of a product that is unrelated to attractiveness. The match up or congruence between the two is important because it allows for meaningful processing and makes it more possible for the brand name to be effectively linked and associated with the celebrity.

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Impact on Consumer Preference: Research studies have proven that known products and names are sold more than unknown ones. Therefore, a known brand or an optimally exposed brand will find more recognition and buyers in the market in comparison to completely unknown or unexposed brand. Recognition of brand and its significance along with the traditional factors plays a very significant role in consumer decision-making process. More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands.

Problem Rcognition Information search

Brand Preference

Generation of Alternatives
Evluation of Alternatives

Purchase Decision

Post -purchase Evaluation

Consumer Decision Making Process and brand preference The above given model explains the important role that a brand plays in three different stages of consumer's purchase decision making. A consumer start collecting data or information about his favourite brand than he keeps his favourite as one of the alternatives and he evaluate his selected brand against all available options and on finding it suitable or best among all options based upon a qualitative and quantitative evaluation he will ultimately purchase the selected or favourite brand.

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Brands have been leveraging celebrity appeal for a long time. Across categories, whether in products or services, more and more brands are banking on the mass appeal of celebrities. The accruement of celebrity endorsements can be justified by the following advantages that are bestowed on the overall brand: Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this ensured that brand awareness was created in a market, which did not even know the brand.

Awareness and Ensured Attention: A new brand can benefit greatly if a celebrity endorses it. It can attract the customers attention and inquisitiveness to see what product is being endorsed. Research has shown consumers have a higher level of message recall for products that are endorsed by celebrities. Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable.

PR coverage: is another reason for using celebrities. Managers perceive celebrities as topical, which create high PR coverage. A good example of integrated celebrity campaigns is one of the Worlds leading pop groups, the Spice Girls, who have not only appeared in advertisements for Pepsi, but also in product launching and PR events. Indeed, celebrity-company marriages are covered by most media from television to newspapers (e.g. The Spice Girls and Pepsi)

Higher degree of recall: People tend to commensurate the personalities of the celebrity with the brand thereby increasing the recall value. Golf champion Tiger Woods has endorsed American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, BMW, and Noreico.

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Associative Benefit: A celebritys preference for a brand gives out a persuasive message because the celebrity is benefiting from the brand, the consumer will also benefit. Celebrities actually tend to become models or idols for the target audience who tend to start using the product just because the celebrity name is attached with it. For instance, Lux has been used by many as it is a beauty soap recommended by the beauty queen, Aishwarya Rai.

Mitigating a tarnished image: Cadbury India wanted to restore the consumers confidence in its chocolate brands following the high-pitch worms controversy; so the company appointed Amitabh Bachchan for the job. Last year, when the even more controversial pesticide issue shook up Coca-Cola and PepsiCo and resulted in much negative press, both soft drink majors put out high-profile damage control ad films featuring their best and most expensive celebrities. While Aamir Khan led the Coke fight back as an ingenious and fastidious Bengali who Impact of Celebrity Endorsement on a Brand finally gets convinced of the products purity, PepsiCo brought Shah Rukh Khan and Sachin Tendulkar together once again in a television commercial which drew references to the safety of the product indirectly.

Psychographic Connect: Some celebrities like ShahRukh Khan, Amitabh Bachan command great adoration among people. Such celebrities can positively influence their fans to a great extent and hence tend to even connect with the brand emotionally because of their star enduring it. Advertisers use stars to capitalize on these feelings to sway the fans towards their brand.

Demographic Connect: Different stars appeal differently to various demographic segments (age, gender, class, geography etc.). For example, Ranbir Kapoor and Genelia D'Souza were bought together for Virgin Mobile to target the youth segment considering they had a high youth appeal

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Quick Connect: The communication process tends to hasten up due to the more presence of a celebrity. This is because the star carrying the message tends to click with the customer more. Because of likeability, recall attractiveness and creditability thereby helping the company to clearly and quickly pass on the message to the target customers.

Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses.

Rejuvenating a stagnant brand: with the objective of infusing fresh life into the stagnant chyawanprash category and staving off competition from various brands, Dabur India roped in Amitabh Bachchan for an estimated Rs 8 crore

Means of Brand differentiation: using a celebrity is a source of brand differentiation.

Better Brand Image: the use of celebrities could also bring in positive image among the masses for brand. The credibility and authenticity attached with Amitabh Bachan has inculcated trust for ICICI, Nerolac Paints and many others

Other Examples: A brand called Reid & Taylor presented its perfect example when they first launched their advertising campaign featuring James Bond fame of the time Mr. Pierce Brosnan along with the tagline 'BOND WITH THE BEST' but the James Bond idea did not work and the company was not happy with the results. After the debacle of the first campaign, company introduced a family ad where children are celebrating their parents silver wedding anniversary and they are out with their father to purchase a suit for him. Even this commercial did not work and it was taken off the air. As a last resort, company introduced Mr. Amitabh Bachchan as Reid & Taylor man, a man propagating the brand for special

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occasion and for very special people in life. The commercial from the initial days got good response and did extremely well as people were able to connect with Mr. Bachchan and the values he was propagating. For the masses, there was a perfect match of an ideal Indian family man, a star and a good quality but bit highly priced brand reserved especially for special occasions and for very special people. Second example that can be quoted is of Vishwanathan Anand, who endorsed NIIT. NIIT adopted a very smart strategy by roping in Vishwanathan Anand an international chess wizard for their advertising campaign. As chess is considered to be a game full of strategies and a game for smart people and when one of the greats of the game is asking people to join NIIT it was suppose to have a positive influence on the people and actually it had. There was complete congruency and compatibility between the celebrity endorser, the product and the message. Another example is, When S Kumars, a known textile brand entered into readymade garments business they used Hrithik Roshan, then the hottest advertising icon for their launch advertising for TAMARIND, now one of the premium readymade brands. They reckoned that they have spent 40-50 percent less on media due to sheer impact of using hottest star like Hrithik. The Ad recall was as high as 70 percent and the campaign can be termed as a great success. Celebrities also create positive feelings towards brands, connect user to brand and are perceived by consumers as more entertaining. The charms of John Abraham and Kareena Kapoor can be credited for breaking an eightdecade-old Dutch corporate custom of not having any celebrity endorsements. But, in the rough and tumble world of Indias consumer electronics market, nearly anything that can work will be tried to drive sales. This is why, after years of resisting celebrity endorsements, Philips, the 121-year-old Dutch electronics major, brought John Abraham last year to endorse its male grooming products, such as electric shavers, and Kareena Kapoor in August this year to push its female grooming products. After Aamir Khan was roped in as the Coco-Cola Brand Ambassador and the entire 'Thanda Matlab Coco-Cola' campaign was launched, it led to immediate pick up of the brands. Its sales doubled in a short span of time itself proving the success of celebrity endorsements.

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Effect of Brand Evolution on Consumer Preference

Brand extension has found favors with modern marketing world because of the advantages it has over the other product launch options. Brand extension is not as simple as attaching an established brand name to a new product. Ponds in eighties tried with Ponds Toothpaste, only to disappear from the market. What determines the success of extension is character of brand which continues to evolve over time. Many brands start as product brands i.e. there is close approximation between brand and product. Dettol has a long time association as effective protection against germs. It has successfully used this association to launch soap, shaving cream, plaster and talc in market. At this stage, the brand can lend character, style, image & soul to the products that carry its name. Cartier has strong associations with prestige, status and opulence. It successfully goes with a variety of products like watches, jewellery, bags and pens which are not related with one another functionally. Another example of effective impact of branding and brand extension can influence consumers in Disney. From being an entertainment content provider or cartoons and toys it has now moved to Theme parks, movies, music, accessories, clothes, theatre and games. And its no guess that its strong brand recognition has resulted in its success across all its segments. Amul is the best example of how successful branding can help extensions and result in carried forward success. Therefore along with new products, the branding character also evolved into a complete holistic approach. From being just a milk provider it has evolved into a complete dairy and processed dairy segment with a products like cheese, butter, ghee, ice-cream, yogurt, chocolates, condensed milk to even the lastest trend of Frozen flavoured yogurt! Consumers have immense trust,

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faith and belief in the Amul brand and thus Amul was able to sustain in new product segments due to its high brand recall and recognition. Consumers shifted from existing brands to Amul brands of product.

Effect of Consumer Perceived Risks on Brands

Brands have a large impact on the perceived risks consumers associate with the consumer purchase decision-making process. There are found to be six risks that are perceived by consumers during all

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aspects of the decision-making process and further outlines how brands can appease the consumers mind in regards to these perceived risks (Kevin Lane Keller). 1. The first perceived risk a consumer might encounter is one of a functional nature. The consumer might worry whether the product will meet his or her expectations. In the creation of a trustworthy brand, marketers seek to raise the level of perceived quality in order to specifically address this risk. 2. Consumer might also perceive a psychological risk that might dissuade them from continuing the purchasing decision-making process. For instance, in the download of illegally distributed music, the consumer might face ethical problems in committing copyright infringement or might worry about the risk of being jailed if caught. Thus, one can understand why the iTunes music store so heavily emphasises the legality of their services, as well as the superior quality of their products of badly copied music, distributed illegally.

3. The third risk is physical attributes of a product. A Consumer might have doubts on whether the consumption or use of a product can cause physical damage to him/her or his/her surroundings. For example, many environmentally conscious consumers avoid the use of Air Conditioners due to its emission of large scale CFCs. Similarly many consumers avoid use of microwaves due to its high radiation. Similarly, the use of pesticides in agriculture and food crops is a major concern.

4. A fourth possible risk that might be perceived by the consumer, is one of an economic nature. Price sensitive consumers will question whether the product is in fact properly valued at the quoted asking price. Again, marketers will strive to counter this by highlighting the perceived value of a product in the branding process. Yet another economic risk consumer might consider, is the opportunity cost of seeking out alternative products, should the selected one fail to satisfy their needs and wants.

5. The fifth risk a consumer might perceived to be detrimental to the buying process is social and whether his or her selection of a brand will cause embarrassment in a social setting, amongst his or her

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peers. Marketers address this issue in the creation of the brand image. By emulating current market trends and fashions, marketers strive to identify and differentiate their products as being the selected choice of revered people. Thus, one can now explain the use of celebrity endorsements, such as the iPod commercials used by Apple to further their social standing amongst consumers. 6. Sixth risk is Time. Often consumer decisions are made as per convenience because of consumer perception of time and effort. Example: Consumers shift from government banks to private banks, due to the former's time consuming processes. Often retail and FMCG product decisions are based on convenience factor Reflected in a loyal consumer base, is a brands ability to deliver on the satisfaction guarantee. Thus, one can understand that branding is key in addressing this issue in the consumers mind.

Examples of Branding affecting Consumer Preferences

TODAY Consumer durables sector is characterized by the emergence of MNCs, exchange offers, discounts, and intense competition. The market share of MNCs in consumer durables sector is 65%. MNC's major target is the growing middle class of India. LG has been maintaining the lead in the industries with LG being leader in almost all the categories. Its strong brand building exercises and

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helped it carve a niche place in consumer mindset. The positive effect of its branding is evident through its increasing brand reach, consistently being on consumer choices, brand recognition, high brand recall and continuous feedback received Following are some aspects of the company that bring out its efforts in branding: GROWTH STRATEGY: Fast innovation, Fast growth CORE COMPETENCY: Product leadership, Market leadership, People leadership SLOGAN: "Life's Good" represents LG's determination to provide delightfully smart products that will make your life good. THE SYMBOL: The LG Electronics Life's Good signature consists of the LG logo, seal, and the slogan, "Life's Good" set in Charlotte sans typeface curved around the LG The curving of the slogan reinforces LG's personality and uniqueness. symbol. The consistent usage of this signature clearly establishes the unique identity of the company and unifies every division and product from LG Electronics across the globe. The symbol of LG is the face of future. The letter L and G in a circle symbolizes world, future, youth, humanity & technology. LG philosophy is based on humanity. It also represents LGs efforts to keep close relationship with our customers around the world. The symbol consists of two element: 1. The logo in LG gray 2. The stylized image of human face in the unique LG red color. Red color represents friendliness and gives a strong impression of LGs commitment to deliver the best. The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys Friendliness and Approachability. The one eye on the symbol represents Goal-oriented, Focused

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&Confident. The slogan of LG is Lifes Good. It expresses Brands Value , Promises, Benefits, Personality. Some of the innovative marketing strategies followed by LG were: It was the first brand to enter in cricket in big way, a way by sponsoring the 1999 world cup followed it up in 2003 as well. LG brought in four captains of the Indian cricket team to endorse its products. LG invested more than US$ 8 million on advertising and marketing in this sport. LG has differentiated its product using technology and health benefits. CTV has Golden eye technology Air conditioner has Health air system and microwave ovens have the Health wave system.

Targeting the Y Generation, sick of all the classic marketing strategies, Red Bull is trying to be as close as possible to its consumers in its distribution strategy and likewise in its promotion strategy by having a street marketing strategy. The Wings Teams role is to establish a relationship with the consumers, to have them discover the product, to talk with them about this controversial product and to convey the information from the consumers to the company about their appreciation or dissatisfaction of the product. In most countries the wings are typically attractive female students; but of course there has

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to be some men because of worldwide cultural differences. The best way to be close to its consumers and to convince them is to hire them! The Student Brand Manager is an ambassador of the brand in their own school. Their objective is to be sure that Red Bull is present at every strategic moment in the student social calendar: integration week-end, sportive events, big parties etc The strength of Red Bull is an ability to instill a genuine passion for the brand in the Wings Team and the Student Brand Managers. Thus, these committed people are more likely to promote a good image of the brand and to have a greater positive impact on targeted consumers. Well known physical evidence that will attest to this process is the Red Bull car: a Mini One with a can above it, painted with Red Bull colors.

The brand speaks to this generation with a worldwide positioning: Red Bull vitalizes body and mind and its slogan is known by all: Red Bull gives you wings. The company is besides famous for its unusual methods of marketing. Since 1992, Red Bull has created cartoons with simple but recognisable drawings, telling funny and simple stories, easily adaptable to every local market. campaign! The distinctive cartoon style makes it unique and clutter breaking. Even the doodle like illustration style is not so form obsessed and it seems to suggest that it is deliberately made weightless to be carried by the power of the gag. That is the level of detail put in by Red Bull for its branding !

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Even many people associate Amul as the company itself, it is actually a brand of the company Gujarat Cooperative Milk Marketing Federation (GCMMF). The network follows an umbrella branding strategy. Amul is the common brand for most product categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and condensed milk.

Mascot: Since 1967, Amul products' mascot has been the very recognisable "Amul baby" or Amul girl (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul. The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk.

Posters: In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS to design a new ad campaign for Amul Butter. daCunha designed an ad campaign as series of hoardings

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with topical ads, relating to day-to-day issues. The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world . In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads. Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of not backing down. These posters are registered in the minds of consumers and people look forward to seeing it. Also the fact that it has been running since nearly 50 years is also commendable Not only its print, but the two TV Ads- Amul Taste of India and The Amul Story, are still remembered and imprinted in the minds of consumers. The song and jingle in both ads is still sung.

Cafe Coffee Day (CCD) has an established brand image in India and ranks No 2 in the Brand Equitys Most Trusted Brands 2008 survey in the food services category. Rival Barista is at No 5. CCD has been able to make a connection with the Indian consumers, predominantly among the youth. CCD is the market leader in India and was awarded the Exclusive Brand Retailer of the Year by ICICI Bank in its Retail Excellence Awards 2005 for the organized retail sector. CCD also has three cafes in Vienna, and two in Karachi, Pakistan.

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CCDS VISION: To be the only office for dialogue over a cup of coffee HIGHWAY CAFES: In 2004, CCD began cafes on highways. By 2009, the total number of Caf Coffee Day highway cafes rose to 30 owing to the overwhelming response it received from travellers. CCDS NEW BRAND IDENTITY: In October 2009, CCD unveiled a new brand logo, a Dialogue Box, to weave the concept of Power of Dialogue. In accordance with this new brand identity, CCD planned to give all its existing outlets a new look by the end of 2009. Cafs would be redesigned to suit different environments such as book, music garden and cyber cafes suitable for corporate offices, university campus or neighbourhood. The change plan included new smart menu, furniture design, among others. It created an umbrella brand 'Coffee Day' and five Subdivisions according to the activities undertaken and the market segment targeted. Apart from Cafe Coffee Day, the other Coffee Day divisions are:

BRANDING & PROMOTION STRATEGIES: In-Film Advertising- To increase visibility of the show, CCD resorted to in-film advertising where CCD was shown as the 'hangout space' in films targeted at the youth. It was also showcased in number of shows on music and youth entertainment channels. Merchandising- Every CCD stocks merchandise ranging from coffee mugs, Tshirts, caps, bags, coffee filters, mints, different flavours of coffee powders, tea and cream, wafers and biscuits. It also merchandises promotional materials for other brands it associates with. When some brands are conducting events for which passes are distributed or movie premiere tickets are given out, CCD is an important hub for these activities as most of the target market.

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CCDs Guide to Active Holidays- It is a travel guide focusing on adventure sports and is available in the CCD outlets, for people seeking escapade from monotonous life. Caf Beat- An in-house magazine which gives the entire low-down on whats happening in CCD outlets across the world. It describes experiences of customers, celebrations in CCDs, and covers youth-centric topics like movies, music, travel, lifestyle, e-dating, books and careers. Around 38% of CCD goers read Caf Beat and some carry it back with them. Wi-Fi Connectivity- CCD has now tied up with WorldSpace and Microsense to provide satellite connectivity in its outlets. Targeting Executives: CCD has also created special 'lounge cafes' near work places and offices for executives to hold meetings. It has also stated that one of their strategies is to make CCD 'an office for meetings over coffee.' The company also tied up with 'Ginger Hotels' as it is targeted for executive stay.

Vodafone, the British mobile company that entered India after buying Hutchs share and by creating Vodafone Essar in July 2007, has embarked on a major rebranding exercise in the country. Vodafones new advertising campaign in India carried on with the same popular pug that has become a brand ambassador for Hutch. Where ever you go, our network follows, was the previous slogan with the pug following the child wherever he goes. Now, with Hutchison Essar becoming part of the Vodafone Group, the new campaign had started with Vodafone Essar earmarking Rs. 2.5 billion on the transition

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from Hutch to Vodafone. The main message of the brand transition exercise: The new Vodafone is the same old Hutch. In the advertisement, the pug sees a new home when it returns after an outing and feels the change is better. The new catch phrase will be Make the most of now. to show the transition from Hutch to Vodafone, O&M launched a rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink coloured kennel which symbolised Hutch making his way into a red one that is the Vodafone colour. A more energetic, chirpier version of the You and I tune associated with Hutch was played towards the end, and it concludes with Change is good. Hutch is now Vodafone. It wasnt easy integrating Vodafone with Hutch; the latter, as is known, is a subtle, understated brand, while globally, Vodafone represents high energy, dynamism and young vitality all represented by its bright red speech mark logo. And so they put in elements such as a more energetic tune and feel to the ads. Vodafone had tied up with Star India to run a complete roadblock of its fresh campaign on the entire network by unveiling the 24-hour nationwide rebranding campaign. Vodafone used all of the commercial airtime across all 13 channels in five languages (Hindi, Tamil, Bengali, Marathi and English) from 9 pm on 20 September to 9 pm on September 21. This exercise included TV commercials, transition bumpers and contest spots to promote the Vodafone Essar brand. Conventionally awareness for a new brand takes some time to build. However, Vodafone wanted to achieve this task at the shortest possible time. Hence, Maxus and Star Network worked closely to address this challenge and came up with the idea wherein during the day of the launch a complete roadblock on the Star Network channels was conceptualized. Considering that the Star Network is the lead network in India, this was the most apt platform for Vodafone launch. This strategy helped not only in achieving build rapid brand awareness but also breaks the clutter during such an important launch in the most happening category telecom. This was a first of its kind mega media initiative in India by any brand. While the campaign was heavy on television, it also included all other media vehicles. The print campaign kicked off on 21 September, a day after the television splash. Vodafone Essar launched low priced cell phones in India under the Vodafone brand, and also co-branded handsets sourced from major global vendors. By bringing in millions of low-cost handsets

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from across the globe into India, Vodafone Essar distributed bundled handsets through its existing 400,000 distribution outlets. By flooding the market with its low-cost handsets, Vodafone also became a mass mobile phone brand like Nokia, Samsung, Motorola, and Sony Ericsson in addition to continuing as telecom services provider. The launch was the most talked about event in Indian media, with over 450 articles. An entire episode of CNBC covered the transition as a case study. Day-after brand recall for Vodafone was 80% proclaimed by the industry and media as one of the best brand-launches the country has ever seen. Thirty-five million customers transitioned seamlessly into brand Vodafone. And within six months of launch, it became the brand of choice for over 44 million subscribers. It was the fastest, most comprehensive and most effective launch witnessed within the Vodafone network.

From pure mens wear the company has moved on to introduce fashion for women, furniture, sportswear, kitchen appliances, food, electronics and childrens apparel. Rather than expand as a menswear retailer alone, Pantaloons policy of comprehensive experimentation has given it an important advantage a versatile retail presence. Consumers see Pantaloon as an exclusive brand retailer, discount retailer, specialty retailer and food retailer: all at once. One of the reasons for this versatility is that the brand name has not been forced on, or even associated with the different products and stores other than the original menswear line. Instead, each store and product has been given its own identity and presence. Pantaloon is essentially an organized retailer in the guise of a large number and variety of unorganized retailers. This again represents the companys unique understanding of the Indian

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scenario consumers often feel threatened in a monopolistic environment, and are thus allowed to choose between multiple brands, all of which essentially belong to the same parent ! A robust Supply chain serves as the backbone of a successful retail chain in the long-run. Although the company ignored these aspects in initial phases due to the inadequacies in infrastructure, it rightly favoured experimentation over organization. USP: Understanding Indian consumers to the zilch, Pantaloons had launched a 'Bollywood inspired' collection of clothes and accessories which became an instant hit bearing in mind the huge fan following that Bollywood enjoys. Apart from an inhouse Bollywood line, it also has tie-ups with various production houses like Dharma Productions, Yash Raj Films, Vidhu Vinod Chopra Productions, Sanjay Leela Bhasali, etc for exclusive access to the film clothing. Through initiatives like 'Vendor Meet', Pantaloon Retail aims to provide a platform to small and medium entrepreneurs to showcase their products and thereby give them an opportunity for a nationwide customer interface. Apart from this, it also has tie-ups with fashion brands like Gini & Jony, Staples, Rocky S, Femina Miss India Clothing Line, Clarks, Replay, TENCEL, John Miller, Marks & Spencer, Disney, Popeye. Also, the loyalty programs, payback cards, point systems have led to an increasing consumer base and effective marketing strategy.

Big Bazaar has been the pioneer of retail revolution. Its first fight was against local Kirana stores. The task was to change the mindset of consumer to bring about changes in their shopping patterns. It wanted people to do bulk shopping for their monthly ration instead of going to the shop each week. The stores are customized to provide the feel of mandis and melas while offering the modern retail features like
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Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known as the "Indian Walmart". On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar, replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'. Since inception its has been a leading retail brand owing to its strong branding and retailing. The phrase 'Isse Sasta Aur Accha Kahin Nahin' is still imprinted in the minds of people.

PROMOTIONAL INNOVATIONS: Wednesday Bazaar: Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number of customers are observed. According to the chain, the aim of the concept is "to give home makers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day". Sabse Sasta Din: With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and the result was exceptional that police had to come in to control the mammoth crowd. The concept was such a huge hit that the offer was increased from one day to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan). Maha Bachat: Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer.

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The Great Exchange Offer: On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for brand new goods across the nation Child care Centre: It has also introduced small child care centres near the store, so that parents can shop freely without any fear. Not only do the parents get more time to shop, but an added advantage is that the children would also demand additional toys displayed in the care centre. This strategy lead to a 2% increase in sales as well. Onion-potato Scheme: This was one of the most innovative and successful scheme introduced wherein Purchase for 1,000 INR, can get one free 1kg onion and Potato for 52 weeks. However, it can be availed of only on weekdays. Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside, Shoppers stop and Lifestyle. They are:

Keep West- aSide. Make a smart choice! Shoppers! Stop. Make a smart choice! Change your Lifestyle. Make a smart choice!

INNOVATIVE PRICING STRATEGIES: The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques: Value Pricing (EDLP Every Day Low pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping.

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Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja). Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. For Example, 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) or 5kg oil + 5kg rice + 5kg sugar for Rs 599

OTHER FORAYS: Gold Bazaar- Sasta bhi shudh bhi : The organization has opened Gold bazaar within Big Bazaar in 2002, they foray into gold retailing. Gold Bazaar offers various advantages like no weight reduction on exchange, transparent and fixed making charges, purity check through Carat meter, certificate by World Gold Council, 100% free insurance against theft, burglary and loss by National Insurance Company with every product, no-questions asked 15 day return policy and free life time maintenance of the gold jewellery. Private Labels: Developing more Private Labels to offer a better depth in each category, is one of the key strategies followed. Big Bazaar continuously focuses on enhancing the depth and width of their merchandise. Their Private Label and private brands initiative is part of such focus and offers us a differentiating factor as compared to their competition at the same time helps us enhance margins. The cost low is very low due to lack of need for marketing. Due to its added advantage of consumer exposure, it knows exactly what product is needed, what has high demand, which flavour or sub-product

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is liked, etc. These private labels have been extremely successful and enhanced profit to a great level. The success can be measured by the fact that the company is now planning to distribute it out its stores as well. Some of its private labels are: Apparels: John Miller, Bare, DJ&C, Indigo Nation, RIG , Sach, Spunk, Knightwood, etc FMCG: Tasty Treat, Fresh n Pure, Clean Mate, Care Mate, Premium Harvest, Ekta, Golden Harvest, Murginns General merchandise: Dream-line Consumer durables & electronics: Sensei and Koryo

The Indian premier league (IPL) is a miracle in the world cricket. We have experienced the drastic changes in cricket after the evolution of new cricket concept the t-20 cricket MARKETING STRATEGIES IN FAVOUR OF IPL: 1. Packaging of the Event from day 1 as entertainment is the biggest strategic hit. Cricket just happens to be there!

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2. To keep it focused in 20 over and inviting International players, not only enhanced the entertainment value but also factored in the fastest growing segment of high income youth. This segment is short of time and wants everything to be packaged small.

3. It structured teams around states thereby ensuring team and brand loyalties and assured eyeballs when it comes to media.

4. By following a well tried international model of clubs and player auctions, it got players interests and their willingness to give the tournament their 110%. Knowing that players are going to play attacking entertaining cricket attracts paid audience to the stadium and draws them towards other forms of media like TV, internet and print press.

5. The public and press relations during the first two versions meant media hype was maintained and that has lead to immense unpaid publicity. Interestingly in IPL3, the organizers have offered strict terms for freebies for non-official media. The initial purpose having been achieved, the official TV channel is getting its due. That again hints to a well planned strategy.

6. Getting International Cricket Council to keep a window for IPL season was the biggest strategic coup. Now cricket boards all over the world want to have similar event but may not be able to get well known players for their events!

7. BCCI ensured that the event got all international recognition and gave it the required financial backup to conceive and execute the event.

8. Attracting the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa Shetty along with highly placed industrialist as team owners, ensured ample media and public interest which further contributed to the success of the event.
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9. Organizers packaging of all above and ensuring the event was always in controversies and news, meant branding exercise of the kind that has not been seen in sports. At the end of the end, we have a happy lot of bunches public, sponsors, media and most importantly IPL bankers.

10. Merchandising of all products from bands, tshirts, caps, keychains to bats, balls, lassi glasses and chewing gum, was undertaken by all the team owners to capitalise on the loyalty and support

11. The cheerleaders as a concept was being bought first time in the history of Indian sports. This proved advantageous for the brand and helped build further excitement

In India, Samsung, in order to create its brand awareness, signed seven cricket celebrities and in doing this it aimed to cash in on the popularity of cricket in India which is considered a religion in India. Instead of just ads featuring cricketers, Samsung launched its Team Samsung India campaign all over India. The focus of this concept was to create patriotism through cricketers, but under the Samsung brand name the banner reads With Team Samsung. The campaign was a huge success and it enabled Samsung to increase awareness of its brand. As a result, it began to make impressive growth in India. In India, Samsungs investment on branding has spanned through brand building and corporate initiatives, product investments and investments in the channel. In the year 2008, Samsung supported

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the Olympics cause in India by way of sponsorship of the Indian team, the support for select members of the Indian team. The company also organized the biggest-ever national level school quiz on Olympics for school children. Consequently, its Olympic-related advertising campaign brought the companys brand closer to customers. They also supported the Indian team to the Beijing Olympic Games as well as provided scholarship support to six Indian athletes for their training expenses, including Abhinav Bindra whom they subsequently signed on as our Brand Ambassador for Consumer Electronics products, following his return from the Olympics. Samsung hugely invested in sports, as it knew that sports attract crowds. In the Athens 2004 Olympic games, it was named as Worldwide Wireless Communications Partner of the Olympic games, but not without a cost. Samsung provided 14,000 mobile phones and also supported equipment during the games. They also presented themselves in the Olympic Torch Relay, which took place in 27 countries. They also showcased their products for 17 days to the visitors at the Olympic event and also allowed 30,000 minutes of free calling grabbing the audience to its brand. It has been noted that older companies often portray their products as commodities and generally sell their products only on the basis of brand without enhancing their quality and lowering their price. However, Samsung has proved to be an exception to this. The company not only invested hugely in brand creation campaigns, it also remained a cut above the rest by introducing innovation. In order to create a somewhat different image, Samsung has positioned itself by developing innovative products, thus becoming a leader rather than a follower. They enhanced their in-shop visibility through Shop in Shops within the channel, Shop boards as well as by adding over 100 channel partners in the B&C class cities.

LOGO: Successful branding is all about establishing a long-term vision and crafting the companys operations to meet that objective. In 1993, as a first step in its globalization drive, Samsung acquired a

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new corporate identity. The company changed its logo and that of the group. In the new logo, the words Samsung were written in white colour on a blue colour background to represent stability, reliability and warmth. It was this sort of huge investment where millions saw the Samsungs message. Their brand remained in the forefront of millions of people giving them an edge over its competitors. It is no surprise that Samsungs brand building strategy overtook its competitors in less than the expected time.

Conclusion
Following the analysis of this report, it is determined that there is an impact of branding on several aspects of the consumer decision-making process. The process of branding has proven to have a large impact on the consumer decision-making process. However, in order to be most effective, it is recommended to ensure that the branding strategies are targeted at specific consumer behavior types, as the complex behavior type, dissonance-reducing buying behavior types, habitual buying behavior type and variety seeking behavior type all react independently and differently to various modes of branding stimuli. The author as shown that this was reflected in the primary research conducted. However it is recommended that further research be done into the variations discovered between consumer behavior types. This would be essential in determining which consumer behavior types react most productively to which branding strategies. The results could be used by companies to create more meaningful promotional activities that would positively affect the learning, perceiving and habit forming aspect of the consumer decision-making process. It has been found that there is indeed a correlation between the effects of branding and the consumer purchase decision-making process. It is apparent in how branding influences the process of learning, the creation of beliefs and the formation of attitudes in various types of consumer purchasing behaviour. However, it must be noted that is also evidence to suggest that the four different types of

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consumer purchasing behaviour, namely the complex behaviour type, dissonance-reducing buying behaviour types, habitual buying behaviour type and variety-seeking behaviour type, all exhibited different reaction to branding stimuli. Therefore, one can conclude that it is essential that marketers individualise the branding process in regards to these four types of consumer behaviour in order to achieve maximum efficiency.

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