A comprehensive understanding of brand

This paper endeavors to comprehensively understand the academic literature on the entire gamut of brand and or branding. With this purpose, this study scanned seven different online databases and accessed about 400 studies published between 2001 and 2017. Although there is no dearth of academic and research papers on brand and branding, it is imperative to develop the subject in a comprehensive manner for the reader, so that he or she gets to comprehend it in a sequential and cohesive way. The authors have tried to probe the body of literature to build a cohesive understanding of the subject adopting funnel approach. As the only study with an inclusive review of all the research studies on various aspects of brand and or branding loyalty, this study provides a comprehensive resource to marketing practitioners and researchers interested in the subject to aid them in their work.