TABLE OF CONTENTS

1. Chapter 1 – Introduction 01-06

1.1 Introduction 02
1.2 Project Aims & Objectives 03
1.3 Limitations of the Project 06

2. Chapter 2 – Literature Review 07-20

2.1 Understanding Branding 08
2.1.1 History of Branding 11
2.1.2 Branding in today’s Markets 13
2.1.3 Importance of Branding 15
2.1.4 Development of Brand Equity 18
2.1.5 The Competitive Advantage of Brand Loyalty 19

2.2 Understanding Consumer Buying Behavior 21

2.2.1 Factors Affecting Consumer Buying Behavior 22

2.2.2 Consumer Buying Decision Process 25