The Impact of Branding on Customer Behavior: Hilti and DeWalt

This dissertation investigates the impact of branding on customer behavior, focusing on a comparative analysis of Hilti and DeWalt in the power tools industry. The research explores various aspects of branding, including brand image, brand equity, customer satisfaction, and buying decisions. The study encompasses a comprehensive literature review, a detailed research methodology employing a survey strategy, and thorough data analysis to assess the influence of branding on consumer choices. The findings highlight the significance of brand awareness, brand associations, and perceived brand quality in shaping customer loyalty and buying behavior. The dissertation provides insights into the competitive dynamics of the power tool market and offers valuable implications for brand management strategies. The research addresses the research questions and objectives outlined in the introduction, and concludes with discussions and conclusions regarding the impact of branding on customer behavior. The dissertation provides a detailed analysis of the impact of branding on customer behavior, focusing on a comparison between Hilti and DeWalt. The research encompasses the following sections: Introduction, Literature Review, Research Methodology, Data Analysis and Findings, and Discussions and Conclusions.