M Alekhya’s scientific contributions

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Publications (1)


A Study on Importance of Branding and Its Effects on Products in Business
  • Article
  • Full-text available

April 2024

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4,932 Reads

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2 Citations

Tarannum Jahan

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Arfath Jahan

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Madnoor Pallavi

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[...]

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Maltumkar Sri Lakshmi

This study investigates the paramount significance of branding in the business realm and its profound impact on products. Branding, a strategic marketing tool, plays a pivotal role in shaping consumer perceptions, influencing purchasing decisions, and fostering brand loyalty. The research explores the multifaceted dimensions of branding, encompassing visual elements, brand messaging, and the overall brand experience. By analyzing case studies and market trends, the study aims to elucidate how effective branding not only distinguishes products in a saturated market but also contributes to the overall success and sustainability of businesses. The effects of branding on consumer trust, market positioning, and competitive advantage are scrutinized, highlighting its role in establishing emotional connections with the target audience. Additionally, the study delves into the impact of digitalization and social media on modern branding strategies, emphasizing the need for businesses to adapt to evolving consumer behaviors. Keywords: Branding, Marketing, Consumer Perception, Brand Loyalty, Competitive Advantage, Market Positioning, Brand Experience, Digital Marketing, Social Media, Business Success.

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Citations (1)


... To make effective BCs, the organization should develop operational competencies and dynamic capabilities, which involve initiating and directing marketing communications to primary customers to establish "brand as identity" and facilitating interactions within the network to manage and develop "branding as meanings" (Brodie et al., 2016). The organization must also develop an Integrated Marketing Communications (IMC) plan, in which the consistency of the brand's message, and image must be maintained through the various channels (advertising, social media, packaging, interactions between employees and customers, etc.), which is crucial to strengthening the brand's impact and presence in the market (Tarannum et al., 2024) because the content of the messages can be used for conveying brand values, engage with consumers, and shape perceptions effectively across various marketing channels and consequently use to build strong brand awareness and engagement with their target audience. ...

Reference:

The Intersection of Brands and AI: Concepts and Technologies
A Study on Importance of Branding and Its Effects on Products in Business