Branding is an important part of consumer behavior. Define the term brand and branding using the literature. Research the theories of brand personality and define the 2 most accepted theories Aaker’s 5 and the big 5 using the literature and discuss how marketers use brand personalities to ease decision making. Research congruency theory and define it using the literature. Discuss how these theories work together and give examples of products and services. Discuss how all these theories tie into a consumer’s perception of self.