The article’s purpose has been to conduct a thorough and analytical review of the empirical literature on branding and consumer behavior to uncover emerging issues and trends. It starts with a presentation of the objective of the article. This is followed by the research methodology employed. Next, the article assessed the relevant theoretical framework that underpins branding strategies and models. Then, the paper presents a rigorous analysis and synthesis of the current scientific literature on branding. This is followed by an assessment of emerging trends and issues in the field of branding derived from the literature review. Lastly, the article draws relevant implications for marketing and brand managers and outline relevant recommendations for action.
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