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Impact of branding on consumer purchasing decision

A brand, however, has value to your business only to the extent that it helps drive your clients' buying decisions. Understanding precisely how brands, like Apple, influence buying decisions can be useful in developing branding strategies for your business. Defining the Brand A brand can be defined as the "relationship" with the consumer.

  • Branding Strategies Differ The brand experience incorporates all consumer contact with the brand from advertising and promotions to after-sale customer service;
  • Think experiences stimulate the imagination and intellect -- "the brand makes me think about the happy times in life.

Relationships are built on experiences. The relationship with a consumer constitutes the sum of a his experiences with your brand. Because the concept of a brand is the totality of a consumer's experiences with the brand, the consumer "owns" the brand because he owns his experiences with that brand, according to the Advertising Educational Foundation.

  • Be human and authentic!
  • Think experiences stimulate the imagination and intellect -- "the brand makes me think about the happy times in life.

As a business owner, you might own the trademark, which identifies the brand, but consumers will help define your brand. Favorable experiences form strong emotional bonds that convert into brand preference.

Millward Brown, a global research agency, says that strong brands are "trustmarks. Consumers can shop without scrutinizing product features and benefits. Moreover, brands routinely command premium prices, because they are trustmarks. How Do We Measure It? And Does It Affect Loyalty? Sense experiences are the sensory or aesthetic qualities of the brand.

How Does Branding Impact Consumer Purchase Decisions?

Feel experiences are the moods or emotions that brands induce in consumers. Think experiences stimulate the imagination and intellect -- "the brand makes me think about the happy times in life. The intensity of relevant experiences, however, drives the strength of brand preference in consumers. Branding Strategies Differ The brand experience incorporates all consumer contact with the brand from advertising and promotions to after-sale customer service.

Your customers will evaluate your brand and regulate their behavior based on these interactions. For instance, poor customer service is toxic to a brand. Branding strategies will differ by product or service category, consumer familiarity and many other variables.

You can study successful brands in your category and in other categories. These can be a rich source insight for developing your branding strategies.

The Effect of a Brand on Consumer Behavior