Online (BBA  in Advertising and Branding ) is a study revealed that around 71% prefer to purchase products and services from brands that they already know. This means, if your product/service is not a household name, the probability of a consumer picking your product is very low. The probability of you winning a lottery is higher than this. While the lottery is a game of chance, your business is not! Instead of relying on a chance for a customer to pick your product/ service, you need to make a conscious effort to be in your consumers’ mind space. And, in order to capture this mind space, you need to build your brand. Building a strong brand would go a long way in creating a positive association between the consumers and your product or service. Effective branding and advertising now decides the success of a brand. With this elective, you will become equipped with the skills to transform your brand and create a niche for it in the market. It will enable you to create and manage brands that resonate with your target audience and thereby create a loyal customer base.