Abstract: In this study author provide a conceptual frame work and investigation regarding the role of brand in the current scenario and the preference among the customers towards it. Industry’s external environment, including globalization and deregulations has made the companies highly competitive. Companies find it difficult to compete on price and need to look at other ways to retain customers. A Brand identity comprises a unique set of functional and mental associations that the brand aspires to create or maintain. The main aim of the article is to identify the brand utility and brand preference as a level for the customers’ satisfaction and the factors that determine the phenomena. Further the paper provides a constructive suggestion for stimulating brand and its relevance in emerging market. Brand as a way of inducing the prospective customer for purchasing.
Keywords: Brand, Consumer loyalty and brand utility.
Title: Emergence of Brand Preference in Current Scenario
Author: Hemlata Sharma
International Journal of Social Science and Humanities Research
ISSN 2348-3164 (online), ISSN 2348-3156 (Print)
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