Branding has been considered as the undefeatable weapon being implemented to gain an edge over other companies in the market economy (Frø ydis Norland, 2002). The producers are always placed on a marathon to gain a leading position in the global market. What exactly is branding? It is a perception created by the producers for the entire set of products produced by them. The brand is a sort of confirmation that guarantees the quality of the product (Tom Blackett, 2004). Producers are gaining an edge over other competitors by creating good brand value to their products by investing good amounts of money in advertising.
Once a perception of the good brand is attained then the producers are likely to attract a good number of consumers. Brands are a medium to create an image of the producers who deliver excellent quality of particular products. When it comes to the video gaming field, Nintendo and Sony have been the major players (Alfred Hermida, 2004). They have been producing various products that have always been embedded with upgraded features so as to introduce many new games.
Brand images might be sometimes the misleading factors for the primary decision opted by the consumers (Calderó n, H., Cervera, A., and Mollá , A., 1997). Brand does not always guarantee the quality to be excellent with the chain of products being produced. These facts are not always known to the consumers. Consumers select a particular brand of products to be utilized in their daily needs based on their own experience or by the information gained through the kin and kith. Some of the consumers pick branded products as a matter of prestige (Lars Perner, nd).
But this fact does not take in the maximum number of target audience. As it is a known fact that branded products usually the claim a fixed principal value to be paid for the product for guaranteeing the quality and functionalities related to the product. This principle value is usually high when compared to the products that do not claim for any brand value. Thus the consumers making a choice to purchase the branded products are likely to pay more.
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