Tag: branding

2 Reasons Why You Need Proxies to Protect Your Brand and Your Consumers

 

https://pixabay.com/photos/proxy-proxy-server-free-proxy-4620557/

An Internet superhero with many abilities comes to mind when thinking about proxies. Look at it this way. A proxy offers tons of functionalities to users. One is that you get online anonymity while browsing. This keeps you safe from prying on third-party eyes. And yes, this includes cybercriminals.

A proxy helps you roam around anonymously. Proxies hide the end-users identity, therefore, adding a layer of protection This helps ensure security for your devices and data. 

And, that’s not all. By hiding your IP address, you can access geo-restricted content. And companies that do a lot of research enjoy web scraping capabilities. It doesn’t stop there though.

Proxy servers balance internet traffic. It is especially useful during peak hours when there is a lot of traffic. The balancing and caching capabilities ensure faster internet speeds. 

But, how can proxies protect your brand and consumers? Read on to see why investing in this internet superhero is a worthwhile move.

  1. Brand Protection With Residential Proxies

Residential proxies get the IP from an ISP. They will connect the IP to an actual physical location and device. The device could be a phone, laptop, or desktop computer. These act as the intermediary for the connection. 

At this point, you may be wondering why this should matter. Well, remote browsers will see the residential IP address as a real person. This reduces the chances of bans or flagging on some of the sites. Do note, some websites will ban an IP address if there are repeated requests for information.

You cannot open many social media accounts using the same IP address. That is why proxies, such as Blazing SEO residential proxies, are such helpful tools. 

But there is more with regards to brand protection with residential proxies. Let’s check out some uses.

  1. Detect Copyright Infringement

Residential proxies can help detect copyright infringement. Other people could be using your brand images, content, or videos, without your permission. It can be difficult to track such actions on your own. An option is to use bots, but some websites will detect and block them. 

With residential proxies, it appears as if a real person is looking for the information. It becomes possible to search multiple websites without raising any flags.

  1. Identify Rogue Websites

Rogue websites imitate official websites. The account owners will make subtle changes to the URL. It ends up looking like an authentic site. They can then use these to sell counterfeit products or for other nefarious purposes. 

Most customers will not even realize that they are on a fake or copycat website. They could end up losing money. The damage to your brand reputation would be hard to manage. Proxies provide a fantastic way to identify such sites. 

The web scraping capability improves efficiency and reduces the chances of banning. Online anonymity will allow you to search sites in regions that may ban an IP address from your country.

  1. Ad Verification

As a brand, you want to ensure that your ads appear on appropriate sites. You must keep your brand reputation by appearing in the right places. 

You also need a system to check for fake impressions, fraud, and fake clicks. These are popular methods cybercriminals use to send traffic to their sites.

Fraudulent ads, for example, contain malicious code to redirect visitors to another site. Ad verification without a proxy server means the Cybercriminals can flag your activities. They may end up blocking you.

Residential or rotating proxies provide an effective solution to carry out the task. The proxies can also allow you to open up localized ads. Those outside the specific geographical location will now be able to view them.

2. Data Security With Proxies

Businesses collect a lot of information from customers. Proper handling of data is a critical process to keep it safe. Data breaches can lead to serious repercussions. These include:–

  • Damage to the brand’s reputation, which could take years to resolve
  • Loss of customer trust resulting in loss of business. Customers need to know the company they are transacting with keeps their information safe.
  • Financial implications arising from lawsuits
  • Diverting company resources to manage the breach. It can have serious budgetary implications for the company.

Proxies provide a way to improve data security in several ways.

  • The right proxies can provide data encryption. This means that only the intended recipient can decipher the information.
  • The sieving of content in and out of the company browser removes any malicious content. Adding proxies onto other security measures provides that extra layer of protection.
  • Online anonymity keeps the brand safe from third-party eyes. It is especially critical when sending and receiving sensitive documents. Since no one can watch your online activities, there is more security for you.
  • Proxy servers act as a firewall, thus restricting access to unauthorized persons.
  • The company can track internet usage within the company. The admin can block access to inappropriate sites. They can also keep logs or records of the websites employees visit. Proxies provide an effective way of reducing insider threats. Statistics show that insider threats account for more than 34% of cyber-attacks. There has been a 47% increase in such threats within the past two years. In 2020, the cost of Insider threats to organizations was $2.79 million.

Final Thoughts

Proxies provide an efficient and effective way to protect brands and customers. The brand enjoys online anonymity. You can carry out online tasks without anyone monitoring your activities. 

Residential-proxies provide an IP address from the internet service provider. They offer the highest levels of anonymity. The brand can use proxies for web scraping and accessing restricted content. 

Data security is a key component for any company. Any breach will expose customers and the company to so many issues. For the brand, it could lead to damage to reputation and loss of customers. 

The financial implication of correcting such can also be very high. A proxy has so many security benefits as we have highlighted.

As we said, a proxy is like an internet superhero with so many abilities. Your brand and customers will thank you for investing in one.

Introduction to SEO

Introduction to SEO

Search Engine Optimization, more commonly referred to as SEO, is one of the most crucial aspects of marketing. As such, if you’re working to market your blog or your business, you need to know what SEO means and what the rules and ways of SEO success are. While a successful SEO strategy isn’t an exact science, and its practice has been challenged on many fronts throughout the years, knowing the basics is still important to an effective marketing campaign.


What is SEO?

SEO refers to the process of making a website more visible on a search engine’s results page. To clarify, a great SEO strategy will put a company’s website at the top of the list on a Google search page, therefore increasing the likelihood that people will visit the site. Search engines strive to provide the most relevant results for a person conducting a search, so that when a person runs an internet search for “cupcakes,” the first thing to appear isn’t a cookie shop, but a bakery that specializes in cupcakes as well as a definition of the dessert. In other words, SEO helps to make a search relevant to the user and can be critical in driving traffic to your site.


Search engines work by searching the Internet to find text that meets certain criteria. This text is known as keywords and refers to the most important theme(s) of the website, company, or product. Scouring the online world to find keywords are why, as in the example above, a search for “cupcakes” yields a result of multiple pages about cupcakes, not cookies. Other important things that a search engine uses to rank a website include titles, headings, and links that make up the content of a website’s pages. Search engines also employ search engine indexing to find, digest, and store the content of a website. A search engine index refers to the set of data that’s used to base a final search result on.

The Importance of Keyword Research

Another important part of an SEO introduction is understanding the significance of keywords. We explained above that keywords are the specific words or set of words that best describe the theme or overall concept of an idea, website, business, or product. Keywords are the words that people use when conducting a search, and should be words that are included in the content of your webpage. Choosing the right keywords can help to drive traffic to your site, attract potential customers, and greatly improve your SEO ranking.

When deciding what keywords you should include in your text, you should consider things such as the relevancy of the keyword(s) to your website and company, as well as the competitors that are using the same keyword(s) (you can check this by running a quick Google search of chosen keywords yourself, and seeing what sites appear at the top of the list). To discover the value of your keywords, you can buy a sample campaign from Google AdWords, which will allow you to test the traffic generated by your chosen keywords. If all three things are in check—the keywords are relevant to your website, competitors are experiencing success with similar keywords, and a sample campaign yields high traffic—you should feel confident in moving forward with the keywords.

SEO Tools and Services

Although an SEO introduction is a fantastic place to start, as your marketing initiatives develop, you might want to think about acquiring additional SEO products and services. These resources are frequently made available by the search engines themselves, including Google’s Google Analytics, Google Webmaster Tools, Google AdWords Keywords Tool, Google Alerts, Google Trends, DoubleClick Ad Planner, Google Page Speed, Google Site Map, and others.


In addition to the tools offered by Google, you may also investigate additional internet tools or even employ a business that specializes in SEO marketing to build and optimize your website.

Role of Branding and Marketing in a Company

Role of Branding and Marketing in a Company



We have always heard two words in the business field- Branding and Marketing. Marketing is a tool and strategy which help to promote your company and its product and services. It helps to connect with the customers so that they can buy the goods and services sold by the company. On the other hand, branding is the process of creating a strong and good perception of the company with the help of the logo, design, theme, and goals of the company. It helps to make you special and different from other companies. 

Difference between the Branding and Marketing 

Marketing is used to promote your product or service and branding is used to actively shape your brand name and who you are. You need a strategy for both. Marketing helps to engage the customers while branding helps to sustain them for years. Marketing helps to increase the sale of products and services while branding tries to keep the company loyal and responsible towards the customers. If the company has a good brand name, then it helps to increase the marketing too. Marketing strategies keep on changing based on the current scenario but the brand remains the same.


How they are effective for the development of the company?

Marketing and branding help the company to grow. If your company has a good brand name then it helps to attract the audience toward your company based on your loyalty and response towards the customers. Changes are very important to go on with the current trend and maintain a good position in the market. It is required to do something different which is not done by other companies so that your company can grab customers’ attention and keep your brand in the prior list of customers. 


If you want to start a new business based on your current good brand name it will help them grow the new business fast due to the existence of the old one. You just need to create marketing strategies that help to extend your business. Marketing help to get your brand in front of the right people. Good marketing strategies keep you different from the competition.

Try to make a good brand which should be the priority of every company. A good brand help to increase the marketing of the company also.

Branding and its Components.

The Branding is a marketing process wherein the firm tries to create a unique image of the product in the minds of the customer and establish a differentiated presence in the market with the intent to retain the customer loyalty.

A brand is the name, symbol, icon, image or the combination of these which is intended to identify the goods and services of a particular seller or group of sellers and to differentiate them from those of the competitors. 

The branding is a comprehensive term and includes the following:

Brand Name: The brand name consists of a word, letter or the combination of words that are vocalized or can be pronounced easily. The brand name gives a unique identity to the goods and services of a particular seller and can be easily differentiated from the other brands available in the market. Such as Tata Salt, Usha Fans, Nike shoes, etc.

Brand Mark: A brand mark is the part of the brand that appears in the form of a symbol, logo, design, shape or distinctive coloring which can be recognized only through the site and cannot be pronounced. The brand mark increases the recognition of the brand. Such as, a symbol of Swoosh of Nike, Amul Girl of Amul Butter, Maharaja of Air India, etc.

Trade Mark: When the brand name and the brand mark are given the legalized protection such that no other firm can use it for its product then it becomes a trademark. Thus, the trademark is the protection given to the seller to use the brand name and the brand mark and prohibiting others from using it.

Trade Name: The trade name is frequently used as a synonym for either the brand name or a brand mark, but actually it is the name of the business, preferably the name of the organization itself. Most often, the trade name is used as a brand name, but it serves two purposes, give the identity of both the manufacturer as well as the product. Such as Godrej and Tata are both the trade names and are also the brand names for most of their products.

Patents: The Patents are the legal protection given to the new inventions pioneered by any business. Any firm can get its inventions such as new process, new product or the new machine patented so that an exclusive right to use it is obtained solely by the inventor. The patent confers the right to the inventor to use the new technology while prohibits the unauthorized persons for a fixed number of years from making the commercial use of the technological invention.

Copyright: The copyright is applicable in the case of books, dramatic, musical and artistic work and carries the similar meaning as that of the patents. The copyright provides protection to the work of an author so that no other person can copy it.

Korean wave in India.

The  Korean wave has certainly seen a significant  rise in India during the pandemic, and K-Drama and K-Pop are seeing massive demand from fans and new followers as well. In response to the growing popularity of the Korean wave in the country, many  online and offline events are held to show people  what they are consuming online. And these extend not only  to K-Drama and K-Pop, but also  to food, beauty and culture in general.
Korean singer PSY’s 2012 viral hit “Gangnam Style” may have started the Korean wave in India, but it certainly wasn’t the origin. The existence of K-POP in India dates back to the late 90’s when in Northeastern part  in Manipur Bollywood films were not allowed to watch because law imposed by the Separatist group Revolutionary Peoples Front to make Manipur independent.Not so much offered, the locals turned to Korean content and it got it’s popularity from their on.

Increasing demand for Korean content is fueling competition between India’s Amazon Prime Video and Netflix. Amazon Prime Video is the first company to launch Parasite and Minari in the country. Hotstar, MX Player, Viki and Viu are also involved in the Korean wave effect. Discovery + launched the “Star vs Food” series featuring the Korea Tourism Organization (KTO) and K-POP idols to introduce Korean food to India. Some prominent dramas are: Crash Landing on You, Squid Games, Descendants of the Sun and many more more , the reason of these Korean content popularity is that as an audiance, Indian’s  find Korean content relatable to them.

According to Hyun Woo, Kross Komix co-founder, president and CEO Thomas Kim predicts that South Korea’s webtoon, or digital comics, will be the next big thing.Kross Komics is India’s only webtoon platform  launched in December 2019. In just about 1.5 years of operation, the app has been downloaded more than 4.5 million times, about half of which are women. “With the numerous webtoons in the romance / romantic comedy category and the world’s best-selling stories, this new format of content has become a very interesting alternative to the dramas and movies”.

“In 2020, the blockade caused by Covid-19 is said to be one of the reason to the popularity and acceptance of Korean culture in India through dramas available on multiple video streaming platforms and the different Korean music band whose craze is extraordinary. South Korea’s food exports hit a record high,  boosted by social media posts from Asian celebrities and the popularity of the movie like “Parasite” and drama like”Crash Landing on You”. The widespread  of k-pop, k-movies, and k-drama has evolved into a  fan culture, especially among the  urban youth of the country. Following k-pop music and movies, K-Food and cooking have undergone a major makeover to reach the larger Indian market. K-cuisine is all the rage, especially on social media, in the form of food challenges like Mukbang, “said Hwang Il-young, director of the Korean Culture Center India .

The Korean wave,  the growing global popularity of  Korean culture, swept India a few years ago, but  exploded during a pandemic. Supported by the OTT platform, which has a large investment in Korean programs, the number of people who started watching K-Drama and listening to K-Pop has skyrocketed. Recently, the language learning app Duolingo surveyed 1,013 people in 10  cities in India and found that Korean is  the fastest growing language in India. It was the 7th most popular language for Indians in 2020, but it has risen to the 5th in 2021 and will  continue to rise. Duolingo’s 2021 audio report attributed this primarily to the release of Squid Game in 2021.

CC- ETtech

Top 3 Hindu-Muslim Unity Advertisements

Advertisements have the potential to change human thoughts, behaviour and actions. They can do a lot more than just promoting brands. Through visual and auditory modes, advertisements have the competency to bring about a societal change and provoke a positive impact on people. Readers can have a glance at such impactful advertisements through the examples listed out in this blog.

Red Label (Tea Brand)

A man visits a store to place an order for a Ganesh idol (A Hindu God). The shopkeeper exhibits the different idols created by him to the man. While having a conversation with the buyer the shopkeeper also illustrates the meaning behind the different forms of the Ganesh idols. To the buyer, this shopkeeper seems to be a very knowledgeable man, who has much information about the Hindu worship and reverence. While conversing with the buyer, the shopkeeper puts on the Kufi (skullcap worn by Muslims). The Hindu buyer is taken aback after realising that the shopkeeper selling the Ganesh idols is a Muslim by religion. He attempts to cancel his order and go to his workplace. The Muslim shopkeeper offers him a cup of tea before leaving. The vendor explains him that , work is worship too, one need not compulsorily pray. The Muslim man was in fact worshipping God, by creating his idol. The buyer takes a sip of tea and plans to change his mind. He does not cancel his order and amiably buys the idol from that vendor on that day itself. The Brand, Red Label intends to portray that their product attempts to create harmonious relations between different religions.

Kaun Banega Crorepati (Reality Game Show)

Six years ago, KBC came up with a phenomenal ad campaign featuring communal unity. In the ad it has been shown that, a Hindu boy had been selected for the episode. His family members were all set to bid him a goodbye as he was about to step out of his home, while his Muslim neighbors were watching him from the floor above. Just as the Hindu boy was about to step out, his neighbor sneezes. Sneezing while someone is about to leave from the doorstep is considered as a bad omen in the Hindu community. The Hindu boy’s family members feel agitated at the neighbor for sneezing and they misinterpret that, he had done it deliberately. Hours later, while facing a difficult question on the show, the Hindu participant decides to use the option of ‘Phone A Friend’ (According to the game’s format, this option is availed to all participants only once, whenever they wish to make use of it). He then rings up the same Muslim family and asks them the question i.e ‘What is the meaning of As-Salaam-Alaikum ?’ The man is overwhelmed by such a trustworthy gesture by the young boy. He answers his question accurately and assists him in winning the prize amount. This advertisement touched the hearts of many Indians. It indeed reflected the idea of communal harmony.

Surf Excel (Cloth Detergent Brand)

The advertisement broadcasted by this brand, intends to portray how Indian festivals are secular in nature. An individual from any community can enjoy a festivity according to his/her discretion. It is shown that, on the day of the Hindu festival of Holi (people celebrate this festival by applying colour on each other and splashing water with waterguns/waterballoons), a little boy wearing a white robe is hesitant to step out of his house. A girl of the same age as his, notices this and challenges her friends around, to smear all their colours on her. Her friends do accordingly, by throwing all the colour on her, from the floors above, as she waits down on her little bicycle. By doing so, she makes them use all their colour supplies on her and no colours are left out with them. Later, she offers to drop the boy to the place where he wants to go. It is then shown that, she drops him to the mosque, where he wanted to go to offer Namaaz (Islamic prayers). She also jests that, after he’s done with his prayers, the other kids will not leave him without including him in the merry festivities. He agrees to join them in the Holi celebrations after his prayers are done. The ad tagline said, “Rang Laaye Sang, Daag Acche Hai” (colours bind people together, such stains should be cherished). This advertisement depicts how mutual respect for each other’s religion can bring about unity. The principles of unity in diversity must be inculcated in children from their grassroot years, so that peace and harmony prevails in the society.

Advertisements can have a huge impact over the society, in terms of patriotism, unity, cohesiveness and peace-keeping. Various brands are positioning their ad campaigns around the pivot of National Unity in today’s times as the audience nowadays is readily accepting things which were not accepted earlier. Brands thus, not only create a name in the market with their products but also with their ad campaigns promoting social values and messages.

Celebrity Endorsements

Impact of Celebrity Endorsement on Consumer Buying Behavior
Image Source: google.com

Celebrities can influence the taste, preference and beliefs of the public. They can make powerful Influence in the minds of consumers about the product and services which they endorse. A popular face can communicate more than any advertisement using a model. It will lead to mass brand sale. Companies use stars to endorse any products and services like food, soft drinks, soaps, perfumes, hair oil, cosmetics, home appliances, mobile networks, mobile phones, electronic equipment, health products, automobile etc. Even political parties are influenced by the charisma of stars because of the magnetism of stars in the country. In the recent parliament election major political parties fielded a record number of stars from different constituencies around the country. South Indian star Nagma, Innocent and Suresh Gopi from Malayalam industry, Anitha Prathap from media competed in election.

Factors of successful celebrity branding

1)            Consistency and long-term Commitment

As with branding, companies should try to maintain consistency between the endorser and the brand to establish a strong personality and identity. More importantly, companies should view celebrity endorsements as long-term strategic decisions affecting the brand. A global must respect local needs, wants, and tastes while endorsing.

2)            Prerequisites to Selecting Celebrities

Before signing on celebrities to endorse their brands, companies need to ensure that they meet three basic prerequisites, namely the endorser should be attractive, have a positive image in society, and be perceived as having the necessary knowledge (although it might be difficult for a celebrity to meet all three prerequisites.

3)            Celebrity-Brand match

Companies should ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought process of consumers and create a positive perception of the brand. Tiger Woods endorsing the Buick brand makes no sense at all. There is just no believability that Tiger is dying to drive a Buick. And without believability celebrity endorsement is worthless.

4)            Constant monitoring

Companies should monitor the behavior, conduct and public image of the endorser continuously to minimize any potential negative publicity.

5)            Selecting Unique Endorsers

Great brands represent great ideas. These brands express the uniqueness of position to all internal and external audiences. Companies should try to bring on board those celebrities who do not endorse competitors’ products or other quite different products, so that there is a clear transfer of personality and identity between the endorser and the brand. The controversy related to the endorser’s personal or professional life must hamper the associated brand image. Kobe Bryant’s family-friendly endorsement deals with Nutella and McDonald’s came to a quick end after he was accused of rape.

6)            Timing

As celebrities command a high price tag, companies should be on the constant lookout for emerging celebrities who show some promise and potential and sign them on in their formative years.

The benefits of celebrity branding

  • Attracts the attention: Celebrity ensures attention by breaking the clutter of ads and makes the brand more noticeable.
  • Establishes credibility: celebrities create a sense of trust for the brand among target audience. It will be more helpful to new products.
  • Associative benefit: When the celebrity prefers the product it helps to create a persuasion to the target audience. It creates a feeling that as the celebrity benefits from the brand the consumer will also benefit.
  • Psychographic connect: Stars are loved and respected by the public, so the advertisers use stars to capitalize the feeling to turn the fans towards their brand.
  • Demographic connect: Stars represent different demographic segments like age, gender, class, geography etc.
  • Mass Appeal: Stars have universal appeal can make interest among these masses.

Importance of feedback in the recruitment process

A couple of years back I was shortlisted for a well-known, reputed multinational organization and I had to appear for their recruitment drive. I had to report there at about 8:30 AM and the recruitment process consisted of GD followed a couple of rounds of interview. After clearing the GD and the first interview round, I appeared for the last round of interview. It was a managerial and HR round and mostly consisted of questions about me. I answered whatever they asked me and I could understand from their non-verbal expressions, that they were quite satisfied with my answers. I came out of my interview, getting a feeling of being shortlisted. But to my utter surprise, I was rejected. I left the building, thinking about where I went wrong considering the fact that I gave my best out there and they also seemed to be impressed by me. I was puzzled and confused and I really hoped at that time, that they should have told me after my rejection where I went wrong and where I can improve.

All I wanted at that time was feedback. Feedback would have clearly responded to my questions of   rejection and would have left me – less confused. Essentially feedback is considered to be the last and the most crucial step in the entire recruitment process. But sadly, many companies fail to provide a reason of their doings, let alone a plausible one. Companies should understand that when candidates are signing up for them, they should at least respect our decision by providing a platform where we can share our thoughts easily. In the recent times, feedback is considered to be a crucial step and a recruitment process is considered to be incomplete without this step.

Why feedback is considered to be a very important step is due to these reasons:

  1. Feedback ensures the transparency of the recruitment process of an organization. It remove the fuzziness involved in the process of selection.
  2. Candidates better understand what went wrong in the process and it makes them stronger when they appear for the next drive.
  3. Feedback, if solicited from the candidates, help the recruiters to understand any loopholes in the recruitment process and it also provides an avenue for the recruiters to improve themselves.
  4. Ensures transparency of the company which can promote the employer branding and can also be a tool or a source of great competitive advantage.
  5. Word of mouth is a tool which can make or break an organization. As in the case of mine, if feedback was provided, even though I did not get selected, I would have definitely spread the good word for that company.

The process which most company fails to understand is very simple. Our industry thrives on feedback and to get a very first-hand experience of how any program appeals to the mass, one should definitely implement the feedback step in each and every process. From a candidate’s perspective, I can say that it is not feasible to get selected in every company, but if I am giving sometime for one company, I might as well know what went wrong for me to be rejected from that company.

As for companies, they should understand – Respect works in both ways.

Source – Self

EFFECT OF BRANDING ON CUSTOMER PURCHASE DECISION

Branding is the process of giving a name or a sign or a symbol to a product.
One of the most important decisions that a marketer has to take in selling a product is in respect of branding. He/ She has to decide whether the firm’s product will be marketed under a brand name or a generic name.
Generic name refers to the name of the class of the product. If the products were sold by their generic names, it would be difficult for the marketers to distinguish their products from that of competitors. Therefore, most of the marketers give a name to their products, which helps in identifying and distinguishing their products from the competitors products.

As the traditional marketing tools and techniques has been replaced by the modern marketing tools and techniques and the number of factories of every good has now been increased, the producer tries to make their product different from other producer of the same product. These things give birth to a new marketing dimension and new era of marketing by the emergence of BRANDING.
In olden days, the brands were just a mark, sign or some sort of numbers to differentiate their goods. The brand then builds many function which creates the value in the mind of the customer. Like the advertisement, which is the function of the branding and it creates a unique association and memory link in the minds of customers on one side and on the other hand, it creates the demand for your goods and services as it attracts the customer, it creates awareness about your production and also educate the customer about the use of goods and services.

ADVANTAGES OF BRANDING
To the marketers

  1. Enables making product differentiation.
  2. Ease in introduction of new product.
  3. Differential pricing.
  4. Helps in advertising and display programs.
    To the customers
  5. Helps in product identification.
  6. Ensures quality.
  7. Status symbol.

CHARACTERISTICS OF A GOOD BRAND NAME

  1. A brand name should be short, easy to pronounce, spell, recognize and remember.
  2. A brand name should suggest the product’s benefits and qualities. It should be appropriate to the product’s function.
  3. A brand name should be distinctive.
  4. Chosen name should have staying power i.e., it should not het out of date.
  5. The brand name should be sufficiently versatile to accommodate new products, which are added to the product line.
  6. It should be adaptable to packaging or labelling requirements, to different advertising media and to different languages.
  7. It should be capable of being registered and protected legally.

Brand image is positive and creates many customers and build strong customers relationship with them and maintain loyalty. But if the brand image is negative, it will be harmful as there will be no customers repetition and retention. So, firm pays a huge investment on advertisement to maintain the brand image and brand equity management programs. As brand image creates perception in customer mind so after purchase, if cognitive dissonance occurs then there is a change in customer’s behavior.
Brand association will impact the consumer buying pattern and behavior. These associations will affect your decision positively if the brand image is positive. Brand loyalty reduce the cost for the firm to retain the customer forever. A loyal customer is helpful for the firm to create new customers.
Generally, brand has greater impact on consumer buying behavior. But at local level, behavior of customer also changes due to branded products and services. Consumer buying behavior is the study of actions of consumer towards planning, purchasing and consuming goods and services.
Consumer buying decision consists of 7 steps:

  1. Need recognition
  2. Information search
  3. Pre-purchase evaluation
  4. Choose alternative
  5. Purchase consumption
  6. Post consumption evaluation
  7. Feedback
    Now, market has become too much competitive due to hyper competition in the market. The best way is to compete these conditions by developing a strong brand image. Basically, the key driver of brand equity is simply brand image. By easily remembering brand , quality production increases which leads to sales increase and makes mire profit. It is the best way which leads towards maximizing market share and to sustain competitive advantage and strong position in the market.