A brand is characterised by the viewpoint of consumers and the impressions that these brands impact on their minds. It evokes feelings, thoughts and emotions within the consumer in relation to a product or service seen or heard about. The purpose of this literature view is to outline how branding influences consumer purchasing behaviour through the experience offered by suppliers.
Every supplier tries to maintain a competitive edge over rivals by offering excellent service delivery and a unique product to achieve customer satisfaction. This review examines the impact brands have on consumers, the factors that motivate consumer’s purchases, the important roles of branding, and an investigation of brand strategies. A study of how these objectives come together when a consumer thinks, acquires and disposes of a product