CUSTOMERS ATTITUDE TOWARDS BRAND

Abstract

A brand is a specific term that includes a name, sign, symbol, or a grouping of these, with an objective to identify goods or services of a specific seller. Brand is a symbol, sign, name, design or any of the combination above. The use of brand is to bring ease to everyone in identifying a product and tell it’s apart from its competitors. A product with brand name and logo is given its identity, value and meaning. According to Prasana Rosaline Fernandez (2009), to fully understand the potential of branding in terms of its growth in markets, marketers are more likely to identify the sources of brand meaning, understanding the meaning, and also to manage it in a fast changing environment. A good brand develops a corporate image.