Title: Impact of brand design on consumer perception and decision making

Authors: Dipanjan Bhowmick

Addresses: Institute of Engineering and Management, Kolkata, India

Abstract: The research focuses on understanding the purpose of branding and ways to do it effectively to improve influence over the consumer. The perception built in the consumer's mind triggers decision making from the consumer's end. The study shows the brand's strength that has been built by a company through its branding strategy and the consumers over which the brand has the control to influence based on different categories they belong to. This will help a company assess and improve its branding and influence consumer perception and decision making. The study provides ideal outcomes which will suit the branding environment the best and provide the maximum output that is suitable and manageable for the company in the long run. The research also draws inference backed by data collected through surveys that price is influenced by brand design.

Keywords: branding; decision making; consumer perception; pricing; visual design.

DOI: 10.1504/IJBFMI.2022.125791

International Journal of Business Forecasting and Marketing Intelligence, 2022 Vol.7 No.4, pp.375 - 386

Received: 25 Jun 2022
Accepted: 27 Jun 2022
Published online: 28 Sep 2022 *

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