A study on customer response towards branded consumer durables with special referecne to Coimbatore city

Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise One goal in brand recognition is the identification of a brand without the name of the company present.

Brand building, as companies know it today has long been acknowledged as the key to wealth creation. Building a Brand is not confined to merely advertising or creating visibility, it is about offering the right marketing mix elements – product attributes, pricing, place and promotion. It is not just naming a brand, it is about creating value with regard to the offering of the organization.