In today’s world, marketing has greatly evolved. Presently, companies know that they need to keep the customer’s feedback in order to meet the satisfying needs of the modern customers and among these customers driven activities, branding has become mandatory in order build a strong customer base and to create a good impact of a brand image. The Motive of this research paper is to determine the main impacts of branding on consumer buying behavior. During the research we have found that branding plays an important role in the learning as well as the attitude formation process which take place at the time of consumer buying behavior activities because of which consumers find out a direct link towards the brand image, brand name or the company leading to maximum sales as well as maximum satisfaction of consumers wants and needs. In the research, the aspects of brand equity, brand awareness, brand loyalty and brand image are also addressed along with the factors that affect the consumer buying behavior and to understand the concept and the different behaviors of the consumers, a study has also been done with the help of an online survey.

Purpose

The purpose of this Paper was to examine the impact of brand on influencing consumers to purchase a product. The goal of the paper is to Narrow down the fact that the brand has an impact on customer decision-making process. Original primary data within the primary research were collected by using a Qualitative method of questionnaire. The Qualitative research involves selected group of 100 respondents.

Methodology

In collecting data about the phenomena, close ended questionnaires were used to collect data from the respondent .The population of the study was around 100 people across India and the method of selection was convenience sampling.

Findings

The findings showed that focusing on brand features, the most important element in building a successful brand in the quality of the products that brand offers. It was also Found out that After Sale Service also plays a major for the Consumer to consider a Brand.

Originality / Value

In this study the it is find out how brand management affects the Consumer Behavior at different circumstances So that the Organization can adopt the most effective Brand Management strategies according to changing behavior of the Consumer.

KEYWORDS: Brand Image, Customer Value, Customer Satisfaction, Customer Loyalty.