Impact of Branding on Customer Buying Behaviors: A Case Study of H&M

This report delves into the influence of branding on customer buying behavior, using H&M as a specific case study. The research begins with an introduction to the concept of branding, its impact on organizations, and how it shapes consumer perceptions. It outlines the research objectives, questions, and background, emphasizing the importance of brand image and customer loyalty. The report explores various branding methods, including advertising and content creation, and examines the relationship between branding and customer behavior, identifying different consumer categories. A literature review provides context, discussing the impact of branding on organizations, consumer perceptions, and the need for innovative branding strategies. The report highlights the role of brand salience, performance, and imagery in building customer relationships. It also examines the influence of consumer behavior, marketing techniques, and modern branding approaches on purchasing decisions. The report concludes with an analysis of the challenges and strategies related to branding, offering insights into how organizations can effectively manage their brand to foster customer loyalty and drive sales, with a focus on the case of H&M.

Research

Table of Contents
Research ..........................................................................................................................................1
Introduction .....................................................................................................................................3
Title of research: To analyse impact of branding on customer buying behaviours.........................3
Chapter 1: Introduction....................................................................................................................3
Questions of research.......................................................................................................................3
Background of research...............................................................................................................4
Rationale of research...................................................................................................................4
Branding concept and its impact on organisation.......................................................................5
Different perception of consumers in industry that impact branding of an organisation............6
Relationship between branding and customer behaviour............................................................6
Need for innovative branding of products and services at H&M...............................................7
Discussion........................................................................................................................................8
Concept Of Branding :................................................................................................................8
Research Methodology ................................................................................................................11
.......................................................................................................................................................13
Data analysis..................................................................................................................................13
Data interpretation .......................................................................................................................14
CONCLUSION .............................................................................................................................17
REFERENCES .............................................................................................................................19

Introduction
Title of research: To analyse impact of branding on customer buying behaviours.
Chapter 1: Introduction
Branding is a concept that help organisations connect with their potential buyers by
expressing ideas and opinions in the form of offered goods and services. There are various
factors such as purchasing power of target consumer market that affects branding of firm.
Modern tools and techniques of brand marketing has helped companies replace traditional
methods of selling goods to consumers. In older times, brand was recognized just as a single sign
or mark for identifying differentiated products or service offered by distinct organisations. But
now brand name or logo create a unique perception in minds of customer adding value to firm's
services and goods offered. For understanding consumer behaviour ,patterns &
preferences,various branding methods and innovation were adopted creating a positive brand
image in eyes of buyers resulting in strong long-term customer relationships. Advertisement is a
function of branding that help in brand association of goods and services giving rise to a new
dimension of marketing. The aim, objective and questions of research are mentioned below-
Aim of research: “To analyse the influence of branding over buying behaviour and
perception of customers: A case study on H&M”.
Objectives of research
 To determine about the concept of branding
 To identify the influence of branding over buying behaviour & perception if customers.
 To determine relationship between branding and buying behaviour of customers.
Questions of research
 What is the concept of branding impact in an organisation?
 How does branding influence the buying behaviour and perception of consumers in
market?
 What is the relationship between buying behaviour of customers and branding of an
organisation?
Background of research
Branding is a process that has a huge impact on consumer behaviour. Before buying any
product or for availing any service, a consumer prefer studying of the brand image created by the

company at marketplace. Brand association if positive lays a great impact on buying preferences
of people encouraging them to buy again & again similar purchases. A loyal customer therefore
is build through various determinants of branding consisting of brand loyalty, image, name , logo
and design of commodity. Also the report in reference to the case study analysis of H&M,
explains about different buying decision of consumers towards choosing a particular brand.
These decisions depend on variables such as recognition of brand, pre-purchase examination,
post consumption experience evaluation, choosing substitutes in options, reviews and search
information about brand image. There are different ways of creating a successful brand by
developing good content creation, copywriting , advertising, campaigning, awareness program
setting and other promotional approaches.
Rationale of research
Brand management skills are essential for maintaining reputation of chosen firm in today
scenario of high competition in industry economy. The managing leader or researcher should be
aware of the fact that brand loyalty is important for dealing with changing customers perception
about company and its services. In context of H&M, there are multiple challenges faced by
managers while creating a brand association with customers regarding. These issues are high
competition, rivalry among firms, negative feedbacks at initial level from consumer experiences
etc. leading to a fall in sales of enterprise. The topic of research is selected to analyse all
challenges of branding faced by H&M and a detailed analysis of their influence on buying
preferences of customers. Also, what skills can help organisation do brand management are
discussed.
Gantt chart- The chart shows a detailed process of subdivided tasks and activities of a project has
to be completed at what particular time. The bifurcation therefore, help market researchers exact
time of every task completion in a given project.
Work breakdown structure- The breakdown process describes the project work allotments into
subdivided particular tasks and activities helping the researcher complete project work easily
without any duplication.
GANTT CHART-
Gantt-chart is useful for chosen organisation in scheduling of work timings and their set
completion of tasks . It is form of bar-chart signifying beginning of a project and till what date it

has to be finished or completed. H&M find this chart useful to know the actual duration of
projects organized by them for brand management.
WORK BREAKDOWN STRUCTURE-
This structure is applied by managers for dividing work into divisions for better project
management. As per the requirement of project completion within time, the work is subdivided
into following tasks. Depending on the data information of product or service offered by H&M,
branding activities are classified into subject selection,data collection and summary of project.
Chapter 2: Literature Review
Branding concept and its impact on organisation
According to Paul Biedermann, “A brand is the essence of one's own unique story”.
Branding of an product or service specifies a company's identity in form of a sign, symbol,
design or term making sellers in a perfect competition become distinctly unique from each other.
Brand management deals with aligning of consumer preferences with company's commodity or
service. Managers try to find out through effective analysis, what exactly people are thinking
about their brands and their conversion rate. In context of H&M , a fashion clothing brand for
establishing of good customer base there are a few step that are to be followed that includes,
adding a meaning to the brand name of company, analysing how many customers actually get the
idea behind your brand awareness, feedback responses help form better relationships in future
branding management etc. Therefore the brand building process denotes four key elements that is
customer relationships, lead responses, meaning and identity of brand company. Brand Salience
is another term used for identification of a brand leading customers to know the detail about
products or service company actually provide. What are the primary functions offered by
specific brand is conveyed to potential candidates under this term. Brand performance is second
step towards building up goodwill of chosen company. To analyse this, brand imagery ensures
that the customer needs and wants from particular brand are meeting up expectations of
consumers or not.
Different perception of consumers in industry that impact branding of an organisation
Brand judgement is a form of customer feedback that comes in forms of different
personal opinions. Every perception of consumer come up with judgements about credibility,
quality , superiority and consideration of a product or service over other competitive brands.
Customers make calls of judgement after they do a satisfactory research that consist of an online

research, by purchasing a product, by talking to employees already working , hearing about
experience of others or by reading articles or stories bout it. Developing a clear message to
consumers about brand drives a favourable value to the company by ways of personalized
messages resulting in customer adoption of brand commodities and services. The name or design
of brand showcased towards target audience should be memorable enough to create an impact on
their perception.
Brand perception is the heart of building customer relationships. Today consumers have a
variety of choices and are aware about the details of any product the company is offering .
Therefore, they are willing to share their own thoughts towards a type of brand they aspire to see
in future or at present. Also customer experience is the key towards building a successful brand
image, as it acts as a positive feedback to people's friends, family or relatives. Hearing from
natives a positive experience, lead new buyers to try your brand in no time. Companies today
have been using modern techniques to monitor customer behaviour and therefore does prior
analysis on market trends and customer wants. Brand perceptions can be both positive and
negative. IN context of H&M, positive brand perception means that the competitor is likely to
prefer your fashion style clothing products instead of other substitutes. On the other hand ,
negative brand perception, is an indication that company is choosing other fashion brands over
your brand resulting in loosing potential customers of company.
Relationship between branding and customer behaviour
Consumer behaviour is the study of different needs and wants of consumers in market.
To study the buying decisions of consumers , it is important for marketers to study customer
behaviours arising from different region and backgrounds. By understanding how buyers are
actually taking decisions before buying a product help managers present their brands saving
them from becoming obsolete in future. Therefore, it is very important to study customer needs
and wants to know weather thy are driving any useful value to them or not. Perception of
customers buying a brand product are categorised. Lookers are one category who usually just
prefer observing the brand and don't buy them directly. Reason behind that they may just are
having window shopping or the brand just got them attracted but not a necessity to buy. Another
type of customers are bargain hunters, who usually feel free to buy during a sale or at low price
than the actual one. Best category is called buyers, who are really in need of the product and will

ultimately buy as soon as they find the appropriate brand.The behavioural analysis at the end
should conclude with following findings:
What is consumers thinking towards brand and what are the alternatives they may prefer if not
suitable?, What feature may let customer choose between tow or more brands? What are the
methods consumers are adopting for researching their product or service? What is the
environment, potential customers are getting influenced or living?
Strong relationship of company with its customers results in long term running of
business and ensures productivity of organisation with increasing profits. Therefore, maintaining
such bonds with a large no of customer base, is difficult yet possible in today world of
technology and innovation. Modern ways of marketing involves a systematic manner of
monitoring customer perceptions about a specific brand made possible through social media,
digital marketing tools and online surveys etc. H&M have been using google alerts sign up
feature over web featuring every product brand online through regular notifications of every new
launch. Also chosen organisation uses creative posts over Instagram and other social sites to stay
connected to its customers. Marketing department also collect informational data such as
feedbacks from online survey, reviews over social media posts to drive to a useful output of
maintaining customer relationships.
Need for innovative branding of products and services at H&M
According to Jeffrey Harmon, Orabrush, “Attention is a scarce resources. Branding is the
experience marketers create to win that attention.” Consumers behaviour consist of four different
types that are complex buying behaviour, dissonance behaviour ,habitual buying behaviour,
variety seekers explained in report. Modern buying techniques broadly affect customer
preferences and influence them for a choosing a specific brand. Modern branding comes with
innovative things affecting consumer behaviours.
Online marketing campaigns today are possible influencing purchasing decisions of consumers.
In relevance to H&M, automatic chatbots for delivering customized right messages for
customers are set for persuading them to opt for chosen company brand. An attractive marketing
message results sometimes results in huge purchases of product brands in clothing. Expensive
buying of goods take sometimes a little longer for buyer to decide which brand to prefer, and that
is why economic conditions play a major role in impacting consumer behaviours. A creative way

of influencing individuals for preferring a specific brand is group influence. People do
discussions and do talk in groups about clothing products. H&M most likely prefer influencing
people in large groups ensuring their brand feeling at a large scale among consumers globally.
Brand innovation comes up with different factors that consists of marketing, finance and
brand equity. Marketing of brand with a new perspective requires good financial budgeting and
management of resources. Chosen organisation uses various promotional activities for attracting
new customers towards a particular brand. These include providing discounts, offers , schemes,
coupons on buying, giveaways, vouchers etc. There are strategies of brand portfolio that
contribute in creation of a brand innovation model for improving current brand or for launching a
new product or service. Strategies that can be adopted by chosen company may be A house of
brand strategy or a branded house strategy. Also while establishing a brand there are challenges
that company may face that is awareness of brand to right target audience, maintaining loyalty of
brand to customers, developing of good brand association and finally positioning of brand in
market industry. Market positioning of a brand should be both price specific and geographically
right for effective branding results of any product or service by selected corporation. Successful
branding also impact the internal and external factors of organisation that are profitability,
employment opportunities, technological up-gradation of marketing, quality and quantity of
product or service etc.
Discussion
Concept Of Branding :
This is a symbol, design and name of product, which can decided by the company to identify
their product easily in the competitive environment. Branding is important for large size
companies because it makes their product more attractive and identifiable for customers. Brand
can represent the company very well,it shows that who you are as a company and what you wish
to achieve. In the present time of competition each and every large size company doing branding
for product to show their product different from others. Brand name is unique and different from
others for example, ZARA, H&M ,Coca-Cola etc. Branding of H&M is completely different,the
logo is simple and they are just in two letters not in full names. Both letters are with red colour in
unique font style and the symbol of “&”is very incomparable between H and M. This is easily
identifiable for everyone and it has the most significant trademark in the industry of fashion.

Values of brand of company known as “the H&M spirit”. It has a strong brand value based on
the fundamental respect for the customers. Continuously improvement is a part of H&M spirit
also. H&M design their product according to the requirement of customer and they analysis
about the quality of product everyday. H&M's main goal for branding is to gain the extra profit
like costumers attention, a long term relationship with costumers&competitive market and the
sustainable fashion future. H&M is most successful retail clothing company which works in
more than 60 countries with more than 130000 employs. H&M is short form of “Hennes and
Mauritz” In 1968 Hennes merged with Mauritz Widforce that time the logo was different but
after some time it is shorten as “H&M” in a unique font style with red colour.
Influence Of Branding Over Buying Behaviour And Perception Of Customers:
This is about the impact of branding on customer behaviour. In present time the important factor
is to know about brands. If customer has proper knowledge about brands
quality ,price,discounted schemes etc. they will be attracted towards that brand. A customer who
is more social are also affected their friends like on twitter, Facebook, Instagram. There are so
many brands in the present competitive market but H&M is a big brand of retail clothing. Now
these days it is a trend to purchase branded product, people wants to purchase a premium quality
of any product rather than to purchase cheap things, this a big change in mentality. H&M is
known as the quality product brand also. The company maintain their quality level as per
customers demand,they never compromise with the quality because it destroyed the goodwill of
the brand. In present time purchasing of brands are equal to purchase other non brand product
because the present mentality is not waste money on non branding product, people want only
worthy product. H&M is the trust worthy fashion brand it is completely follow the fast fashion
market and the fast fashion will not a factor to be ignored because fashion changed regularly if
the company not work on this factor they can not achieve their goals. Branding is the most
powerful factor in the present time that's why it will not be ignorable. Customer's main
perception is to buy a good brand by quality and price, if the brand is attractive and available in a
reasonable price they want to buy these product. H&M is a high class brand and price of
products are little bit high but in retail clothing this is a biggest fashion brand which can buy the
most globally.

Relationship Between Branding And Buying Behaviour Of Customers:
There is a positive relation between branding and buying behaviour of customers. If price of
brand is increased than the brand lover customers paid for this without any issue because they
love their brand so that they are ready to pay extra. The effect of brand personality is positive on
brand lovers and negative to those people who never believes on brand, those who think that
invest money in buying a branded product is waste. So it has positive and negative relationship
between both . Positive for brand lovers and negative for those who are not interested in it. If the
personality of brand, which mean the brand is according to requirement and good in every
manner customers can buy this. H&M is big brand with lots of customers, they love the quality
of H&M and for them this is not a comparable fashion brand. If customers love your brand than
the relation will be positive otherwise it will be negative also. According to the company H&M
has lots of happy customers which like this brand the most. It can be said that customers
behaviour is not constant it will be change according to time,fashion and choice but it is a big
responsibility of company to maintain the relationship or level of brand because if they are not
updates their brand with the fashion and taste of customers the company can not achieve their
goals. Brand feelings are the different kind of response. “ brand feelings are customers” an
emotional reaction and response to the brand. The following brand building feelings are very
important: security, fun, excitement, social approval, warmth , self respect etc. H&M 's main
concept of business is offer quality and fashion at the best and reasonable price. The company
focus on product safety works closely with its suppliers to actually maintain quality of product.
In the world of H&M “fashion for everybody” is the main concept for customers. According to
the company there are most beautiful and positive relationship with the customers who loved
their brand the most. In present time this is very important for H&M to secure their brand in top
list and always to maintain the level in a positive way it will increase the customers satisfaction .
Offering a good quality and fashion to customers at the best price is makes H&M a successful
brand.
Research Methodology
Research design - The term research design is related to the method which is used by the
researcher to conduct a successful research. There is a proper procedure or step used for
completing the research in effective manner. It is important to manage the research processes in
order to meet the research objectives effectively. Different processes included within research

are collecting, analysing and interpreting the data. The descriptive research is conducted in this
research for completing the activities properly. It is analysed that there are three types by which
research is conducted such as case study, observation and survey. This research is completed
through survey. There is a questionnaire provided to respondents and they have to fill it
according to their viewpoint.
Data collection
Data is collected for conducting the research properly. There are two types of data used for
collecting information. Decisions of research are taken in efficient manner and first thing is to
collect data. There are both primary as well as secondary data used for completing this research.
There are following type of data used within research –
Primary data- This is type of data which is collected by the researcher itself. This is first hand
information that is used for completing the research work. in this research, questionnaire is used
for completing the primary research.
Secondary data- This is known as the information which is already available on websites and
internet. This type of data is used for conducting the research effectively and completing the
research objectives. Some of the secondary data sources include internet , television, magazine
etc.
Research approaches - This is defined as the proper plan which is used by researcher while
completing the research. The research approach is linked with methodology which is used for
managing the research work. There are two type of researches used in the present research
including quantitative research and qualitative research. These are used in efficient manner for
attaining the desired goals.
 Qualitative Research – This type of research is one in which there are open ended
questions. There are different observations and in depth analysis used for completing the
work properly. The researcher’s experience and belief are important for managing the
research work.
 Quantitative Research – Quantitative research is defined as the one in which features of
different factors related to the customer buying perception. The sample size is limited and
sample methods are send through online surveys.

In this research of buying behaviour, it is seen that qualitative as well as quantitative
method is used for conducting the research. Different graphs and bar charts are used for
making interpretations for this research.
Sample Size – It is defined as the number of respondents involved in completing the
research work. different methods for sampling are random and non-random. In order to complete
this work, random sampling method is used for selecting the participants. The chosen
participants for this research are 40.
Questionnaire – This is known as the collection of questions used for managing the is
defined as the instrument for research in which there are a set of questions asked to a different
persons while conducting a research. This is the easiest way for collecting data and using this
data to make effective results.
Q1. Are you aware about the concept of branding?
 Yes
 No
Q2. According to you, is there any relation between branding and consumer and consumer
buying behaviour?
 Yes
 No
Q3. Do you think H&M is able to develop strong branding within market?
 Yes
 No
Q4.As per you opinion, what are the different advantages of strong Branding to H&M?
 Increase of customer base
 Enhanced competitive advantage
 Improved customer experience
Q5. What are the different ways by which branding of H&M is affecting the consumer buying
behaviour?
 Enhanced customer experience
 Enhancement in number of potential customers
 All of the above
Q6. What are the challenges faced by H&M within market for developing strong branding?

 Lack of creative promotional activities
 Absence of eye catchy content
 Less funds
Q7. What are different benefits for improved consumer buying behaviour?
 Improvement in quality of decisions
 Increased productivity and efficiency
 Adoption of organisational change
Q8. Any suggestion for improved buying behaviour and branding of
H&M .................................................
Data analysis
Frequency
Q1. Are you aware about the concept of branding?
a) Yes 36
b) No 4
Q2. According to you, is there any relation between branding and
consumer buying behaviour?
Frequency
a) No 7
b) Yes 33
Q3. Do you think H&M is able to develop strong branding within market? Frequency
a) Yes 29
b) No 11
Q4.As per you opinion, what are the different advantages of strong
Branding to H&M?
Frequency
a) Increase of customer base 11
b) Enhanced competitive advantage 9
c) Improved customer experience 10

Q5. What are the different ways by which branding of H&M is affecting
the consumer buying behaviour?
Frequency
a) Enhanced customer experience 22
b) Enhancement in number of potential customers 9
c) All of the above 9
Q6. What are the challenges faced by H&M within market for developing
strong branding?
Frequency
a) Lack of creative promotional activities 11
b) Absence of eye catchy content 19
c) Less funds 10
Q7. What are different benefits for improved consumer buying behaviour? Frequency
a) Improvement in quality of decisions 12
b) Increased productivity and efficiency 14
c) Adoption of organisational change 14
Data interpretation
Frequency
Q1. Are you aware about the concept of branding?
a) Yes 36
b) No 4
In the above question, it is evaluated that from the 40 number of people. 36 percentage of
people voted for yes as they know about the concept of branding and 4 percent of customers said
that they don't know about branding. Branding is the marketing strategy in which company
creates the name, design and symbol of the product. That can easily identifiable by the
customers. If customers don't know about the branding concept then it may be assume that there
is the decrease in sales of the company. Branding is much more important because it helps the
company in standing out of the competition and increase reputation of the company. H&M is the

strongest brand and many customers are satisfied with their product. This customer satisfaction
helps the company in maintaining its Goodwill in the market.
Q2. According to you, is there any relation between branding and
consumer buying behaviour?
Frequency
a) No 7
b) Yes 33
Branding and customer buying behaviour has a strong relation as brand has a strong
impact upon the customer buying behaviour. Because id branding is good of any product or
services then it may attract more customers towards that product. As if customer knows about the
product then he may know about the product price and quality. In the above question 33 percent
people know about the relation between branding and customer buying behaviour rest other 7
percent did not know about the relation. Customer should know about the relation between them
because this is most important.
Q3. Do you think H&M is able to develop strong branding within market? Frequency
a) Yes 29
b) No 11
From the survey of 40 people, it has been noted that 29 percent of the customers think
that H&M is able to develop strong brand image in the market. And rest of 11 percent people
think that they don't know about this. H&M has a strong value which delivers a quality of
products to the customers. By this it attract more customers at emotional level. Company focuses
on the motivation of buyers and reinforces their loyalty. Company believes that customers and
brand are the one team and they work together to ad maintain entrepreneurial spirit. To maintain
strong branding company needs to make changes into its marketing strategies.
Q4.As per you opinion, what are the different advantages of strong
Branding to H&M?
Frequency

a) Increase of customer base 11
b) Enhanced competitive advantage 9
c) Improved customer experience 10
In the above question, different advantages of strong branding of H&M is given. From
that 11 percent of the people thinks by increasing customer base company is building strong
branding image. Then 10 percent of people thinks that by enhancing competitive advantage
company can build strong brand image. About 9 percent of the customers think that they by
improving customer experiences company has build up there branding in the market.
Q5. What are the different ways by which branding of H&M is affecting
the consumer buying behaviour?
Frequency
a) Enhanced customer experience 22
b) Enhancement in number of potential customers 9
c) All of the above 9
From the above question it has been concluded that 22 percent of the people thinks that
branding of H&M is affected by enhancing customer experiences. Then 9 percent of the people
thinks that enhancement of the number of potential customers can affect the customer buying
behaviour. And equally 9 percent of the people thinks that both of these methods are affecting
the customer buying behaviour of the company. Company needs to work on the affecting factors
and make improvements on these factors.
Q6. What are the challenges faced by H&M within market for developing
strong branding?
Frequency
a) Lack of creative promotional activities 11
b) Absence of eye catchy content 19
c) Less funds 10

It is analysed from the above diagram that there are several challenges faced by H&M in order to
develop strong branding. These include lack of creative promotional activities, absence of eye
catchy content and less funds. The graph shows that maximum number of respondents think that
lack of creative promotional activities is the main reason for not reaching the goal of strong
branding.
Q7. What are different benefits for improved consumer buying behaviour? Frequency
a) Improvement in quality of decisions 12
b) Increased productivity and efficiency 14
c) Adoption of organisational change 14
It is concluded from the above diagram that there are several benefits for improved consumer
buying behaviour. These include above three factors. Main reason is the adoption of
organisational change.
Recommendation
The buying behaviour of the consumer must be strongly influence by branding. As brand is the
important factor while completing the purchasing of the consumer. So it make a strong impact on
the customers if the brand image varies from time to time. Brand is the name or logo which make
an image in the customer who are purchasing the product of that particular brand. In the context
of H&M, they make a good brand image in the industry of cloth and fashion. But they have to
make some recommendation that they have to make a strong advertisement which indirectly
influence the preference and suggestions towards the purchase while making the purchase
decision. As advertisement are cheap and most effective way to make the brand image in the
market. With the help of online retail market, they can influence the customer decisions by
making the brand awareness in the market (Lee and Workman, 2015). H&M can go with the
dynamic nature of the customer so that they can work and enjoy the quality of the brand. They
have to overcome with the various external factors like social, political, environmental and other
external factors. The new arrival fashion cloths on the basis of the customer need, it will help the

company to increase the brand image and influence the buying decision of the consumer. The
major area which are covering by the company is female area so to complete their need and
demand on time help in improving the brand image of the company. With the help of brand
awareness in the market consumer can easily understand the behaviour of the company and take
their decision on the basis of what they need. This will influence the decision and at the same
time effect the buying decision of the buyer.
CONCLUSION
From the above research it is concluded that the consumer buying behaviour acts as an
irreplaceable concept of the market structure. It defines the measures taken by the customers
before making the actual purchase of goods and services. Brand value plays a vital role that
contributes in driving the force towards purchasing the goods of a particular brand. It implies the
customer's main streamline observations about a brand and its encompass the buyers impact.
Brand acts a guarantee in the minds of the prospective buyers and assures a standard quality of
living. Brand is a name or logo that plays a crucial role for attracting the customers towards it
and have a great impact in their minds. A brand once established, becomes indelible for the
customers and the customer starts perceiving the brand with his living standard. This research
provided an opportunity to know and learn more about the Organisation H&M. It creates its
brand awareness through the use of advertisements, its website and stores and variety of other
social media tools. It offers a wide range of new fashion, high quality products at a reasonable
price for satisfying the needs of its customers. It helps the brand in developing a strong brand
image in its potential customers mind which is better then that of its competitors and helps in
gaining a competitive advantage over others. It also performs various corporatise social
responsibility which enhances its image in its customers mind. Branding is the most effective
tool that can be used by the organisations for being successful. It is the most powerful tool and
pays off in the sustainable manner. Brand has a huge impact in the mind of its in the way the
quality it provides, the price it charge, its targeted age group, etc. Every organisation in the
fashion industry brand itself to have a significant impact on the mind of the customers and to
stay ahead the competition and sustain its position in the market of a long term. H&M has a

market all over the globe and it is important to know the segment of each lifestyle of each
country.

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