International Journal of Innovation and Scientific Research
ISSN: 2351-8014
Wednesday 18 May 2022






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All about Brands and Brand Building

Volume 3, Issue 1, June 2014, Pages 54–61

 All about Brands and Brand Building

Prerana Pal Karmokar1

1 Department of Technology Management, University of Bridgeport, Bridgeport, Connecticut, United States

Original language: English

Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


In this study I have used a review centric research method for studying the various factors impacting a brand and its branding image. Post identifying the factors I have done a case study of major brands in India and for the factors impacting the brand image of a brand. Developing a conceptual model for the probable impacting factors and then later studying the same for confirming the same factors. In the conceptual model it was identified that Brand Identity is a major factor contributing to build a brand and brand image. The objective of the review centric research study is to find out the major factors that create a brand and later discuss the same, which can act as a tool for further studies for creating Brand Image of major Indian brand.

Author Keywords: Brands, Brand Identity, Brand Management, Brand Image, Brand Equity.

How to Cite this Article

Prerana Pal Karmokar, “All about Brands and Brand Building,” International Journal of Innovation and Scientific Research, vol. 3, no. 1, pp. 54–61, June 2014.