Overview
The focus of this chapter is to provide an understanding of the impact that branding can have on consumer decisions and how any business must use it to yield the benefits. Beginning with describing the age-old and most popularly known brand—Shakespeare, suggested that marketers have to go beyond the various influences on buyers and build an understanding of how consumers make their buying decisions. The ability to create a good service and to persuade the market to buy this offering depends upon the insight into the consumer purchase decision. A brand’s name is its reputation and goodwill, and utilizing the right strategies and tools to market is essential to exhibit the value it provides to consumers. A deeper discussion on ...
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