The importance of understanding branding and its impact on modern day markets is vital to the health and growth of most industries

The importance of understanding branding and its impact on modern day markets is vital to the health and growth of most industries. Brand these days have come to be a status symbol. Consumers all over the world now prefer branded products. But why is the question. Is it the quality that attracts customers towards brand or some other related factor? This study is aimed at evaluating the impact of branding on consumer purchasing behaviour. Along with evaluating the impact of branding on consumer purchasing behaviour, the purpose of the study is to also understand the concept of branding, examine the factors that affect consumer purchasing behaviour and to offer recommendations. Marketers use brands as to get the competitive advantage on other competitors playing an imperative role in the success of companies. Brand holds a great importance in consumer’s life. Consumer’s choose brands and trust them the way they trust their friends and family members to avoid uncertainty and quality related issues.