Bidyut Jyoti Gogoi
Branding is an important component for any firm for attaining success in the long run. Consumer stick to a brand if they find it trustworthy. Branding helps in creating association with consumers and increases profitability of the firm. Even in tough times consumers stand with the brand. Loyalty is important for firms to sustain in the long run. The paper talks about trust which helps in increasing perceived value with the brand. Trust also helps in building relationship which enhances satisfaction and helps in creating brand loyalty.