SYNOPSIS

 Title of the project: Brand’s Impact On Product’s Sales

Volume.
 Introduction of the study :
1. Defination of Brand Image : Brand Image is how customers think of
a brand. It can be defined as the perception of the brand in the minds of the
customers. Brand image develops over time. The customers form an image
based on their interactions and experience with the brand. These interactions
take place in many forms and not necessarily involve the purchase or use of
products and service.
2. Problems : In the increasing monopolistic competitive business
environment, consumers have more information on products, access to more
products, creating more product alternative choices and as a result have
higher expectations than ever. The end result of this for marketers and firms
is to create more product differentiation to avoid their products being seen as
commodities. To cope with this increasing demand, firms and marketers
have intensified the branding of their products to be unique from their
competitors. One of the strategies is product branding. Product branding
involves the process of creating unique name and image for a product in the
minds of customers. This makes a product unique from other products,
thereby differentiating products in monopolistic market. Product branding
comprises of design, logo and messaging. The idea of product branding is to
trigger an emotional connection in consumers and this connection will last
throughout the whole life of the product. It makes product have unique
image and identity and this makes firms to position all their products
differently. Blair (2013) added that product branding helps in market
segmentation, customer franchising and faciltates purchasing of products.
Competition is very high in today's marketplace. Every organization is
therefore determined to differentiate their brands and service offerings
compared to their competitors. In effect, everybody is trying to have unique
features in their brand and market them. If organizations want to succeed in
this space, they need to assess their brands honestly else similar brands are
 out there in the market which can destroy their entire marketing efforts.
Brands suffering from symmetry syndrome will find it difficult to survive in
the market after some time. No marketing manager would like their brand to
be seen as a commodity. In fact the whole concept of marketing is based on
selling the brand which can be differentiable. It is generally argued that
goods and services are differentiable. Few argue that this is applied only to
consumer goods however even in industrial goods and services, they can be
distinguished. Having emphasized enough on the significance of brand
differentiation, the important factor is to measure the differentiation through
a tool. Presently there is no concept or methodology available which can
measure the brand differentiation amongst the competing brands. The
present research is focused on developing a tool which can be used to
measure brand uniqueness through a concept called 'Brand Symmetry Index'.
With a brand uniqueness measurement tool at their disposal, the brand
managers can know how their brands are performing in the marketplace. Is it
being viewed the same way as it has been positioned through various
marketing communication channels? How much is it being differentiated
compared to other brands? Considering the above discussion, it is imperative
tiiat the brand managers should have a practical tool to measure their brand
differentiation score in comparison to their competitor brands. If the brand is
not able to distinguish itself in the marketplace than the marketing
communication strategy is probability not effective. This needs to be
investigated.

 Objectives :
1. To know the brand’s effect on sales volume.
2. To know the effect of advertisement and packaging on brand.
3. To know the impact of brand on consumer’s money spending.
4. To know whether the brand influences the buying decision of
the customer.
Research Methodology :
• Research Design: Descriptive Research.
• Sample Size: 100
• Sources of Data: Primary Data (A sample of 100 respondents at
various places i.e. malls, markets etc. have been interviewed with
the help of a structured questionnaire to ascertain their views).
• Sampling Techniques: Non Random Sampling.