The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. All over the world, humans are drowning in data and information. | Effective brand building International Journal of Management IJM Volume 8 Issue 1 January February 2017 167 Article ID IJM_08_01_018 Available online at http ijm JType IJM amp VType 8 amp IType 1 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication EFFECTIVE BRAND BUILDING Prof. K. Ravichandran Special Officer Madurai Kamaraj University Madurai Tamilnadu India P. Niranjana Devi Assisstant Professor SVN College Madurai Tamilnadu India ABSTRACT The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. All over the world humans are drowning in data and information. As information and our collective intelligence becomes more automated in the goo of the internet human beings will value more of what cannot be automated- emotion imagination connection and engagement. Brands will live and die on the ability of their stories and meanings to deliver what is highly valued by the marketplace. Key words Brand Building Management Relationship Planning Marketplace Cite this Article Prof. K. Ravichandran and P. Niranjana Devi Effective Brand Building. International Journal of Management 8 1 2017 pp. 160 167. http IJM JType IJM amp VType 8 amp IType 1 1. INTRODUCTION Branding is the use of words designs and symbols to give a product a distinct identity and differentiate it from competitive products. The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. This in turn simplifies their decision making process since they begin to routinely buy the brand rather than stop to evaluate every alternative while shopping. Building successful brands is not a one-size that fits all activities. Brand building is both art and science and the method of creating brand strategy is never the same for every .
