Project Topic 2

Effect of brand awareness on customer loyalty

The study of these fields are an attempt to establish a relationship between consumer spending and the key factors involved in consumer preferences in terms of attitudes, cognition, perception and learning. Companies shifting their focus from a product/market driven line of attack to consumer driven marketing activities reflect this evolution of marketing.

As a direct consequence, branding has emerged as a significant feature of contemporary marketing strategies and is now considered a key organizational asset (Kotler, 2000).

Understanding brand perception is vital for everything from product/service development to product/service positioning or market segmentation. But, the inability to measure brand perception and influences on consumer behaviour is a challenge most companies face.

The main objective of this study is to find out the effect of branding on customer growth and loyalty.

The specific objectives include;

1. Asses the main concepts of branding and its values.

2.                2.   Examine the consumer perceptions of brands.

3.   To assess branding influence on consumer purchasing behaviour.