Impact Of Product Branding On An Organization

CHAPTER ONE INTRODUCTION 1.1    BACKGROUND OF THE STUDY In the eyes and imaginations of consumers, branding is the attachment of a specific and unique image or feature to a certain product that distinguishes it from other items (Chen, 2007). According to the definition of branding given above, a brand adds value to a physical product in addition to the core product. These might be aesthetic, emotional, psychological, or philosophical values that consumers hold dear in their minds and hearts. Branding is a broad phrase that refers to the formation of brand names (Juwah, 2011). A brand is a name, word, or symbol, or a combination of these, that is designed to identify and differentiate the goods or services of one seller or group of sellers from those of competitors. A brand, according to the definition, is a product and the value-added that...
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