• Dr. Rana Zehra Masood
• Mohd Amanullah

This paper aims to find the answer to the questions, how to build a strong brand and the reason why an organization needs to build a strong brand. The study identifies the factors which can affect the process of strong brand building which includes, brand name selection, brand positioning, brand equity, brand identity, brand sponsorship, brand development. Apart from this, the paper also suggests a conceptual model that shows the factors building a strong brand. Lastly, the benefits and effectiveness of the factors, which helps the organization for developing a strong brand, have been discussed.

Brand Building, Brand Name Selection, Brand Equity, Brand Identity, Brand Sponsorship, Brand Development

"A CONCEPTUAL APPROACH TO BRAND BUILDING: A PARADIGM SHIFT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.384-391, May-2019, Available :http://www.jetir.org/papers/JETIR1905R59.pdf

"A CONCEPTUAL APPROACH TO BRAND BUILDING: A PARADIGM SHIFT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp384-391, May-2019, Available at : http://www.jetir.org/papers/JETIR1905R59.pdf