Beyond Logo Design: The Strategic Transformation of Branding from Product Identification to Relationship Building

Author(s)	Dr. Kshama heeta Trivedi
Country	India
Abstract	This paper examines the strategic dimensions of brand and branding, exploring how organizations develop sustainable competitive advantages through comprehensive brand management. The research analyzes the interconnected frameworks of competitive positioning, value chain development, and brand equity management, providing insights into contemporary branding practices across various industries. Through a mixed-methods approach combining qualitative and quantitative research methodologies, this study investigates the evolution of branding from simple identification tools to sophisticated strategic frameworks that drive organizational success. The findings reveal that successful contemporary branding requires balancing traditional brand-building activities with innovative approaches that address evolving consumer expectations and market dynamics.
Keywords	Brand management, Brand loyalty, Consumer behavior, Brand perception, Brand awareness, Brand image, Brand associations, Price elasticity, Digital branding, Brand experience.
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-19
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.51477
Short DOI	https://doi.org/g9t2cb

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International Journal For Multidisciplinary Research