The Impact of Branding on the Purchase Decision of Consumer Essay

The Impact of Branding on the Purchase Decision of Consumer - Essay Example The researcher states that a number of scholars argue that, in this present business environment, brands are imperative for organizations to sustain in the market. Apart from that, scholars have also identified the role played by brands in influencing the purchase decision of the consumers. This report will aim at underpinning the relationship between branding and purchase decision of consumers. The focus will, however, be on the UK market. On successful completion of the project, the influence of brands on the purchase decision of a consumer can be uncovered. Hence the study has high significance for business research. The topic of the study is ‘the impact of branding on the purchase decision of consumer’. In other words, the study will try to get insights into the role of branding in attracting customers towards the company. One of the most obvious reasons for choosing this topic is that there were hardly any studies done on this topic previously. This topic is also important because it appeals to the mass population. Furthermore, branding and consumer behavior are relatively new concepts in the field of marketing but have gained huge popularity in the recent past. There are several studies related to brandings such as the importance of branding for a com pany, branding and its relation to the stakeholders etc., but customers relationship with a brand has hardly received any attention. This study will also shed light on the relationship between sponsorship and branding. Therefore, this study has high relevance in the field of marketing and can open new dimensions of business. The study has several objectives but it will be divided into three broader objectives. Branding is a broader topic and consists of several other related concepts. Therefore, one of the prime objectives of the study is to get insights into the related concepts of branding. Apart from that, this study will also try to identify the advantages of having a brand in a company. Along with that, how users get benefitted by it will be identified. The main aim of the study is to find the relationship between customers and brands. Therefore, another objective of the study is to know how branding influences the purchasing decision of a company. The final objective of the st udy is also related to the concept of branding. In this case, the study will try to uncover the relationship of sponsorship with a brand. In simple words, the study will aim to unearth how sponsorship connects with a brand.