Impact of Branding on Customer Buying Behaviour in Fashion Sector

Literature Review

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

Title: To analyse the impact of branding on customer buying behaviour within fashion sector:
A study on Next Plc
INTRODUCTION
Nowadays, brand is considered as a status symbol but why question arises. It can be
anything quality, features or benefits. Branding is the marketing tool used by the organizations
for building a strong brand image of the product or services and increasing the awareness of it in
the mind of the consumers in such a way that every time they think of purchasing something, that
particular brand comes to their mind. Branding has become an integral part of every
organization. This study aims at analysing the impact of branding on the buying process of the
consumers in the fashion industry. Along with that, this study provides an in depth knowledge
and understanding about the key concept of branding and the consumer behaviour.
MAIN BODY
Theme 1: Understanding the concept of branding
Products are made by the companies but the consumers buy the brand. Thus, the business
organizations go for branding with the objective of differentiating their products and services
from their competitors. According to KVASHNINA and BORTNIK (2017), branding helps in
building a relationship with the customers and companies differentiating strategy in case the
products cannot be easily differentiated in terms of their features. As described by Kotler, the
concept of brand has the capability of conveying six different levels of meanings to the specific
target audience and it is called “Six Dimensions of the brand”. First is attributes, each brand
communicates a specific set of attributes like prestige. Second is branding strengthens the
attributes of the products by highlighting their core benefits which makes it more attractive.
Third is value, the brand describes the core values and beliefs attached with the product and
services. Forth is culture, which shows the target group of audiences which is completely based
on the socio cultural characteristics. The last two are personality and users, in which the brand
tries to represent the behavioural personality patterns of the target group of customers.
Branding is basically the set of marketing strategies which is being used by the
organizations for differentiating their products and services from its competitors and crating a
long lasting impact over the minds of the customers. It creates a unique name and identity in the