越来越多的企业已经意识到品牌与他们的产品或服务相关的最有价值的资产，利用品牌在当今动态的商业环境的战略工具。在品牌管理的一些非常成功的例子包括微软、IBM、索尼、耐克和可口可乐。他们的品牌与大众产生共鸣，影响消费者的购买决策。品牌的力量为未来的成功做出了巨大贡献。
品牌作为一种战略营销工具，通过提升价值、形象、声望或生活方式来吸引和留住顾客。此外，它是一个功能强大的技术，建立一个稳定的，可持续的和独特的联想玩数字客户关系，所以营销人员必须在制定营销决策时考虑所有人。
技术产品领域的实证研究
An Empirical Study in the Technological product sector
More and more organizations have come to realize that brand is the most valuable asset associated with their products or services and are using branding as a strategic tool in today's dynamic business environment (Chernatony and MacDonald, 1998; Rooney, 1995). Some extremely successful examples in brand management include Microsoft, IBM, Sony, Nike and Coca-Cola (BusinessWeek, 2002[1]). Their brands resonate with the general public and affect the consumers' buying decision-making. The power of the brands has contributed substantially to the continuing success in the future (Davis, 2002).
Brand acts as a strategic marketing tool to attract and keep customers by promoting value, image, prestige or lifestyle (Rooney, 1995). Furthermore, it is a powerful technique to develop a stable, sustainable and distinct relation with customers by playing number of associations, so marketers must account for all of them in making marketing decisions (Aaker, 1992).
Hence this study will try to find out the impact of branding on consumer purchase decision, specifically in the technological product market.
The main aim of this project is to find out the impact, branding has on the consumer purchase decision in general and especially in the technological product sector. The focus of this study will be on the consumer’s viewpoint about brands and how it affects their purchasing decisions.
Hence the objectives of the study will be to:
Review the current literature regarding brands, branding and consumer purchase decision
Based on the literature review and secondary data identify branding factors that supposedly impact the consumer purchase decision
Find out consumers perception regarding the impact of brands on their purchasing decisions specifically in the technological product sector
To bring out the implications of the research
Research Methodology:
An appropriate research methodology is a general plan of how the researcher will go about answering the research questions considering the sources to collect data and the constraints that one might have (access to data, time, location and money, etc). It should reflect the fact that the researcher has thought carefully about why a particular strategy/method has been employed. Data intended for almost any study can be obtained from two sources: Primary Data and Secondary Data. In order to complete the research project from a theoretical as well as a practical point of view, this research will make use of both types of data. This study will be carried in three phases. The first phase will involve literature review and secondary data collection. Primary data will be collected in the second phase. The last phase will comprise of analysing the primary data and drawing suitable conclusions from the study.
Phase 1: The first phase of the research will comprise of reviewing the literature and collecting secondary data. This will involve an investigation of brands and different types of branding options that are availed by manufacturers. Further to this the consumer decision process will also be reviewed to find the factors that affect the consumer’s decision making process in general. According to Sharp and Howard (1996), two major reasons exist for reviewing the literature. First, the preliminary search helps to generate and refine the research ideas. And secondly, a critical review is a part of the research process. Like most research projects, literature review will be an early activity in this research. After the initial literature search, the researcher will be able to redefine the parameters more precisely and undertake further searches, keeping in mind the research objective and goal. The literature review will help in
