Page 1 Research Paper The Importance of Brand Name in Consumer Decision Making with Focus on CNC Machine Tool Industry in India Kalyanaraman Subramanian MBA full time Student FTMS College, Malaysia ramindiapkd@gmail.com Ismail Nizam Lecturer at FTMS College, Malaysia & Doctoral Researcher at International Islamic University, Malaysia nizam@ftms.edu.my Abstract Branding has always been a hot subject among researchers for a long time especially for those in marketing research. The nature of evaluation of a person or an organisation is now a matter of what they have to differentiate from others. Organisations thrive for identifying the uniqueness and mankind try to find out the stand alone capabilities of the special ones so that they are recalled and regarded as someone special. There are firms like Brand Equity which value a person or a product or an organisation based on the value and declare their brand value globally. As I was employed by one of the most reputed and premium CNC machine tool manufacturer to market their products, one statement which used to come across from many was DzWe really wish we have your machine in our factorydz and DzOne day we will buy one of those machines at least for the sake of prestigedz. It was quite sure that they were mesmerized by the brand and those experience lead to choosing this topic. The study was taken systematically through various research methods and explaining it in detail. To get the feedback, respondents were contacted with questionnaires which consisted of three variables i.e., Brand Logo/Symbol, Brand Recall and Perceived quality and to check whether these variables have any effect on consumer decision making. To study the results Chronbach alpha and multiple regressions were used. Hypothesis assuming there is positive relationship between these variables and decision making, the result has shown a negative relationship and has also expressed that these factors are not significant at all. This was against expectation and as there is no previous research on topic in machine tool industry, this opens up an avenue for a detailed and in depth research in future involving more respondents in future. Key Terms: Brand name, Brand awareness, Brand Recall, Consumer decision making 1. Introduction Identifying self-identity (who am i) is the basis of existence in the life of human being (Belk, 1988; Berger & Hearth, 2007; Brewer, 1991). The above aspect of distinction of our self from others is the basis for brand creation (Belk, 1988). As far as brands are concerned it is a well-known fact that brands are capable of connecting and symbolizing with customerǯs distinctiveness (Bhattacharya &Sen, 2003; Escalas, 2004).