Does Good Branding Result in Good Sales?

Introduction
It is all about the Brand, a typical consumer mind speaks when talking about a product. Interestingly, it is not always consistent that a consumer will buy “Branded” products as labelled by the company but in fact buys the products which he/she labels as a “Brand” according to his/her perception and leaves all the companies in search of a magic wand that can propel the sales of their products labelled as a good brand. Hence the million dollar question “Does good branding result in Good Sales?” The paper examines how branding actually resulted or didn’t result in good sales. Before answering the question stated above, let us establish a common understanding of a Brand and consumer perception of the brand and yes it starts with a question.
What is a Brand?
The simplest answer is that a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control. For example, a poor press review for a new product might ‘harm’ the product manufacturer’s overall brand by placing negative associations in people’s minds.
As stated by a Branding guru (source unknown) “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.” That pretty much sums up what a brand does to a product.

A model that explains the Consumer Brands the Product in their mind – Image Congruency Model

Each individual has a perceived self-image as a certain kind of person with certain traits, habits, possessions,