Branding, on its own, is the establishment of the identification of a product or service through a distinct set of attributes, symbols, words, phrases, colors any other elements as perceived by consumers. The fundamental objective of branding remains to develop a set of characteristics that the consumers can associate with a brand and relate to. The development of this relationship in turn generates a reason for consumers to make repeated purchases of the subject product/service.
In cases where the relationship becomes extensively strong, the generation of brand loyalty takes place and the consumer then may or may not progresses or digress through the four stages of brand loyalty: habitual loyalty, locked-in loyalty, golden handcuffs and brand advocacy. It is imperative to understand that loyalty, the tendency of a consumer to make repeated purchases of the same product or brand, only takes place once the consumer develops a relationship with the brand; and in order to develop that relationship, the consumer has to perceive a set of attributes for that product/service that he/she can relate to and develop a loyalty towards. In this regard, it becomes imperative to not only establish a trademark of the product/service, but to convert that identity, which is the identity of the product/service, into a set of attributes to which the consumer can relate to and develop a loyalty towards. The relationship, regardless of its intensity, will serve to not only set the product/service apart from its competitors but will assist the product/service provider in reaching out to the consumers.
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