iour can be individualized or associated with a group in which friends or even families possess the power to influence the buying and consumption patterns of an individual. A brand is an important aspect of marketing and promotion for any good or service produced. Companies and organizations develop brands that they present to the potential customers and clients around the globe. A brand is a symbol, sign, name or a combination of all of the above used to identify a good or service in the market. Branding enables the customer identifies the product as the only available solution to their problems as compared to other products in the market (Wang, et al. 2014).
Understanding consumer behaviours has a number of psychological relevance to marketers or even advertising firms who take upon themselves to design a product advert for a company. Knowledge of consumer behaviour is important in making marketing strategies and decisions such branding, which can enhance the performance of a company within the market (Williams, 2014). Branding is done for particular objectives chief among them helping in the delivery of the message to the potential clients with clarity and precision. A great brand also confirms the viability of a product and the company that presents the brand and connects the target market with the product emotionally. A good brand also motivates buyers and gives them more reasons to identify with the product has made specifically for them. Wanting cannot be done in isolation without understanding the needs and desires of the customers. A brand should therefore integrate the emotions and desires of potential clients with the identity of the product to increase the magnitude of the product (Schiffman et al. 2011).
Consumer behavior is defined as a set of human characteristics that can be identified in a product, good or service that is available in the market. Brand personality is a feature that customers and potential clients can easily relate with due to