The role of the brand in purchasing processes: from consumer awareness to loyalty

The paper focuses on discussing the role of the brand in decision-making processes of consumers, from building brand awareness to developing loyalty. The aim of this paper is to provide a theoretical study on the role and power of branding in consumer decision-making processes and its importance as a tool for building loyalty and competitive advantage. Brand levels were discussed, with attention drawn to economic and emotional aspects and how a strong brand influences consumer loyalty. The analysis contained herein indicates that brand awareness and brand structure (image and associations) play a significant role in the process of building lasting relationships with consumers and supporting long-term competitive advantage.