International Research journal of Management Sociology & Humanities
( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH
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IMPORTANCE OF BRAND NAME IN CONSUMER DECISION MAKING PROCESS
2 Author(s): AKSHAY MISHRA , OM DUTT
Vol - 5, Issue- 2 , Page(s) : 867 - 876 (2014 ) DOI : https://doi.org/10.32804/IRJMSH
The English word ‘brand’ comes from an Old Norwegian word BRAN DR. It means ‘to burn’. At that time, the word ‘brand’ was actually used to identify animals from a one herd owner (Aaker, 2003) “A product is something that is made in a factory, a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly outdated, a successful brand is timeless” (Quiston, 2004, p 345). “A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differen-tiate them from those of competitors” (Bennett 1995)