A STUDY ON CONSUMER BRAND PREFERENCE TOWARDS MOBILE PHONES

Abstract

In order to understand the concept of branding, it is essential to know what brands are. The word brand is derived from the Old Norse word brandr which means to burn as brands were and still are the means by which livestock owners mark their animals to identify ownership (Keller, K. L. 2003). A brand is the idea or image of a specific product or service that attracts, connects and retains consumers by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.