Abstract
There is a proliferation of brands in the country. Companies after companies are launching products, trying to build them into brands, some succeeding, and some coming up short. It is a topic of hot discussion in all academic and even industrial circles. But there is still a gap when it comes to the proper understanding of the term brand as well as brand building. Different people perceive it in different ways. Consequently what are all the steps which forms the process of brand building still remains under debate. In this article we go through different literature to discuss what exactly is meant by branding and also the different stages of the brand building process based on a social interaction perspective.
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