( 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

Abstract

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 A product can be quickly outdated, a successful brand is timeless” (Quiston, 2004, p 345).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)

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