This research study focuses on the effects of branding on consumer purchase decision, specifically in the context of Marks & Spencer. It explores the relationship between branding and consumer decision making, and aims to identify the ways in which branding can change consumers' decision about a brand. The research methodology includes a descriptive research design, data collection through questionnaires, and data analysis using frequency distribution analysis. The research aims to provide a basis of knowledge about branding and consumer purchase decision, and contribute to the understanding of the significance of branding in changing consumer behavior.