EFFECT OF BRANDING ON CONSUMER BUYING BEHEVIOUR A STUDY IN RELATION TO FASHION INDUSTRY.

FASHION

NATIONAL CONFERENCE ON EMERGING TRENDS IN BUSINESS: Social and Legal issues in India

“Brands are like human beings. They are born ,fed and nurtured, made strong and responsible so that they can be faithful friends of the people(customers),form mutually beneficial and satisfying relationships with them and become companies for life. Such brands, make their parents (organization and corporate) proud of them. The best brands are the ones who help in forming and sustaining strong long term “parent-brand-people” relationships. These brands form the potential for present growth and future expansion. They help the organizations conquer peaks at the time of booms and stay afloat and swim at times of depression.”Today nearly all the companies are focusing more and more on building strong brands. The concept of brand equity and its management has come the fore like never before. More and more companies are refocusing on select strong brands.

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