What hit the Customer Mind the Most; Corporate Brands or Product Brands in Emerging Markets: A case Study on Pakistan market?

Purpose:
The aim of this research paper is to investigate do brands really matter and particularly the brands like corporate brands and product brands. The study is conducted on Customers of Pakistan market. This study investigated which brand (corporate or product brand) matters more for the customers and on what differentiating grounds.
Value
The research can play a significant role for those companies which are doing business in Pakistan either through corporate branding or product branding to think as which factors do appeal to customers considerably more while selecting their brand of choice. Therefore, those companies which are working around those factors will definitely stand out of the stiff competition prevailing at this point of time.
Methodology
Questionnaires have been filled out through respondents who are using different sort of daily use brands and luxurious brands of today. The sample taken was 100 in number. The statistical procedure followed frequencies, cross tabs, etc. The technique of Cronbach's Alpha also used to know the reliability of the questions asked.
Findings/Conclusion
Customers in Pakistan market have been asked through questionnaire methodology so as to know what appeals the customer most in selecting their desired brands and it is analyzed too as largely customers in Pakistan are whether inclined to corporate brands or product brands. One could easily figure it out as either customer emphasizes corporate brands or product brands. Suggestions have also been highlighted which can prove to be extremely important for companies to understand which thing to focus much while enhancing their business in Pakistan in terms of sales, customers’ vast network and many more.

Future implication
The work could help the researchers to know about those factors which are quite important in playing role for organizations in services field. However, the factors would be somewhat different out there; even then the work for this research would definitely help them out to see through different situations.