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CRITICAL ANALYSIS

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CRITICAL ANALYSIS
CRITICAL ANALYSIS INFLUENCE OF BRANDS ON CONSUMER’S BUYING BEHAVIOR
Bhuvan Lamba
Professor, St. Soldier College, Jalandhar City, India
INTRODUCTION
A brand is a perpetual entity that lives in the consumers mind. Brands are drivers of competitive edge. ‘A successful brand is a name, design, symbol or some combination which identifies the product of a particular organization as having a sustainable different advantage (Heinmann, 1991).Brand is a powerful tool to attract more consumers to buy particular products.
Several brands, under the influence of globalization and concerted efforts from media advertising, have become popular not only in their country of origin, but also in other markets with high potential. Having a strong and remarkable brand image could help establish an identity in marketplace.
AUTHORS ARGUMENT AND IMPLICATION
The author argues that there is a striking relationship between a product brand and the buying behavior of consumers. He also opined that some firms like Coke for soft drinks, Nike for sports accessories, McDonald’s for burger which are famous in their respective fields, incur lots of money on advertisement to promote their brand name.
The customers ask for these brands for the popularity of particular brand name and the company makes their sales increase. The following are further view of the author.
The companies should introduce new varieties of products for attracting the various age group and different gender. companies have to establish the link of their brand name with the customers through different sources of communication. Because ultimately the customer is the only one who buy their products which helps the company to increase their market share as well as profit earning.
There are various brands available in the market to become the most popular brand among the customers. The company needs to establish a good relationship with the

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