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Branding is one of the most intriguing marketing strategies used for the purpose of winning or over coming competition; its efficacy is not in doubt. This research work is therefore an investigation into the impact of branding on consumer choice for bottled water, with special focus on the contributory roles of its various elements in impacting consumer behavior. It was discovered among other things, that of all the elements of branding, company-of-make and packaging play a greater role than brand name and brand mark, in terms of influencing consumer choice for bottled water. It was against this backdrop that this research work proposed two models namely; Review of Consumer Buying Behavior Process 1 and 2. It equally recommended among other things that firms should focus more attention on the company name and packaging but should also integrate brand name and brand mark as supportive elements in fashioning an effective branding strategy for beating competition. More emphasis should equally be laid on institutional rather than brand advertising

An Empirical Study of the Impact of Branding on Consumer Choice for Regulated Bottled Water in Southeast, Nigeria