Branding Assignment Example | Topics and Well Written Essays - 2000 words

Branding - Assignment Example This of course depends on the reputation of the brand, which refers to how it has appealed to consumers in the grocery sector in the past and how it has served them. The literature review highlights previously researched concepts of branding and its effects on buyer behavior. The literature review's aim is to establish the range of concepts and theories associated with branding's effects on buyer behavior in the grocery sector. This is by reviewing a wide range of books, journals, business publications, and periodicals. The chapter begins by tracing the development of the branding concept through to key theoretical models associated with its application. The review then concludes on the brands' principles of importance in business-to-consumer emotional relations. Methods of research employed, need to be as equally balanced as possible. Therefore, a balance of qualitative and quantitative data needs to be considered. This means that books, journals, websites and reports will be considered as important sources of data. In addition to these sources, a survey will also be conducted in order to gather first hand information from individuals regarding the operations of corporations that have shareholders as their principal. In order to find out the answers to research questions, a survey with a qualitative technique is used. Qualitative research methods aim at understanding the rich, complex and idiosyncratic nature of human phenomena. This is important particularly for understanding the manner in which each individual behaves when he/she has a role to play in an important position. This is important to consider because of the fact that while researching the effect branding on consumer's buying behaviour, elements like trust and integrity play a significant role. Literature Review Brief History of Branding: For the past 4000 years, symbolism - a form of branding, has been used as means of ownership, recognition, and identification. The Ancient Romans and Egyptians identified their livestock with symbols and signs. These activities, ideologies and practices were the very early concepts of identification and recognition. Yet, the theoretical published material on branding from a businesses perspective only emerged