Abstract
This article investigates the impact of branding on sales performance. Different important concepts are analyzed. These include comparison of Self-image with Brand image, Brand Authenticity, Brand Orientation, and Sonic Branding. We investigate how branding impacts the consumer buying process in different buying situations in today’s marketplace where consumer characteristics are also changing in terms of their media usage and mindful consumption behavior. We find that the brand image is the most important factor that drives sales performance and gives competitive advantage. Importance of online and offline advertising along with consumer preference for branded products over non-branded products are also discussed.
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