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1 Introduction
2 Project Aims & Objectives

3 Understanding Branding
4 History of Branding
5 2.1.3 Importance of Branding
6 2.1.4 Development of Brand Equity
7 2.1.5 The Competitive Advantage of Brand Loyalty
8 Understanding Consumer Buying Behavior
9 Factors Affecting Consumer Buying Behavior

10 Consumer Buying Decision Process

11
Branding’s Influence on Consumer Purchasing Behavior
12 Impact on Consumers’ Perception of Brands

13 Impact on Consumers’ Attitudes towards Brands

14
Positioning
15 Usefulness of Positioning
16 Brand Positioning

17 Elements of Positioning
18 Chapter3 - Research Methodology
19 Introduction
20 Research Approach
21 Secondary Data
22 Primary Data
23 Data Collection Tools
24 Findings & Analysis
25 Secondary Research Findings
26 Current Consumer Trends
27 Top Brands in India
28 Primary Research Findings
29 Conclusions & Recommendations
20 Conclusions
22 Recommendations
23 Bibliography
24 Annexure