A case study approach on impact of branding on society in Sri Lankan context

Abstract

In the Sri Lankan context the explored area of branding literature is relatively very low. r Nowadays the brands are marketed to the customers not the products. The customers are brand seekers not the product seekers. They are willing to pay premium prices for their favourable brands than the average brands. Today's customer is more sophisticated and challenging due to the unlimited exposure of information with the development of information communication Technology. Thereby it has become a challenge to the marketers when it come6 to differentiate their products from other similar products. How it has been solved is through creating a distinguish name, symbol, logo or combination of them which is known as a brand. The organizations are ready to spend any amount of money in order to improve their brand image because it is an investment for the organization rather than a merely expenditure. I4lhen it is looked at a brand from the organizational point of view, brand equity is a most important asset it their balance sheet. Hence the situation is so, the impact that the brands are made on the day to day lives of the customers is relevant to measure to look at the same phenomenon from the societal point of view.