BRAND RELATED CONSUMER BEHAVIOUR AMONG CITY YOUTH

Brand equity, the extent to which a consumer's impressions and associations with a brand affect their purchasing decisions, is mostly driven by the brand's image. Marketers, regardless of their companies' marketing strategies, conduct marketing activities with the overarching goal of increasing sales, maximising market share, and building brand equity by altering consumers' perceptions and attitudes towards a brand, establishing the brand image in consumers' minds, and stimulating consumers' actual purchasing behaviour of the brand. A reputable reputation as a brand is invaluable. Therefore, the purpose of this research was to look into the connection between customer preferences and brand loyalty, paying special attention to the impact that brand image has. Customers often choose a product line that they feel best represents them. Consumers' predilections for certain brands are seen as an important determinant of their final verdicts