How Branding Influences Consumer Behavior

How Branding Influences Consumer Behavior

🔥 Branding refers to the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from those of competitors. It involves creating a brand image and personality that resonates with consumers and inspires brand loyalty.
How exactly does branding influence consumer behaviour?

BRAND RECOGNITION AND RECALL - Consumers are more likely to (repeatedly) purchase products from brands they recognize and remember.
EMOTIONAL APPEAL - Brands that evoke positive emotions and create a strong emotional connection with consumers can influence their behaviour and lead to brand loyalty.
PERCEIVED QUALITY - Branding can influence consumers' perceptions of a product's quality and value - even if the actual product quality is similar to that of competitors.
SOCIAL STATUS - Brands can be associated with certain social status or lifestyles, which can influence consumers' desire to purchase and use them.

⇨ Did I cover all mechanisms in which brands influence buying behavior? Drop a comment and make this list complete...

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Judith Santizo
Consultant, Guatemala

How a Brand Influences Consumer Behavior

Consider a country brand. As a joint, interconnected strategy, it empowers the skills of the companies, the exportable offer, the services, the flow of foreign investment and in turn the citizen values and non-commercial goods that, although they are not economic factors, create the climate and niches to develop the economy and improve a nation's global positioning. It intends to attract investors, tourists and buyers of national products; reduces the gap between perception and reality of the country outside the borders and, above all, its main promotional role.

Norman Dragt
Netherlands

Is it the Brand or the Customer that Causes the Buying Behavior

Although I recognize the points made, the points are rational explanations from the point of view of the marketeer/producer.
If you look at it from the point of view of the consumer, it becomes a completely different story. Then the question becomes: What motivates consumers to buy a product?
Looking at a product from the point of view of the customer you see that there is an overlap between Maslow's pyramid and the theory of planned behavior:

The first two layers of the pyramid: safety and food are the strongest motivators of human behavior. You can see this in products that get tainted by hurting people. For example the stories about Phillips breathing machines that lose poisonous particles. This will hurt brand loyalty, not because the perceived quality dropped or because a loss of emotional appeal. Simply because the product endangered humans. Future consumers will not perceive a drop in quality, they assume based on information they think objective that Phillips machines are dangerous to their life. So at this moment all a producer can do is proof its humanity by recalling dangerous products. Working on brand recognition, appeal, quality or status will only hurt the brand.
The theory of planned behavior about what motivates people, points to the influence of a customers social group. If that social group is negative about a product recognition, appeal, quality and status are useless.

The reason why marketeers prefer to talk about branding instead of consumer motivation is that we live in a society that has started to believe the myth that with enough effort one can win the race. But then we forget that this idea of winning is only caused by the survivorship bias. Often we do not see those that put in equal amounts of effort or even more but did not win. Or as they also say: history is written by the conqueror.
So yes, you still need to get into the game, but the reason customers buy your product has more to do with personal reasons then with brand properties.

Mrs.Sayran Ghafuri,Kittani
Coach, Iraq

The Consumer's Attachment to the Brand

I think you've been creative in identifying the brand's impact on consumer behaviour. Consumers may be reassured by a brand or trademark to the extent that they do not think of replacing it. However that will not stop them from dispensing with it if necessary and search for an alternative if necessary!

Maurice Hogarth
Consultant, United Kingdom

Brand Loyalty in the Face of Cost of Living Increases

I'm agreeing with all of the points in the opening posting, but indeed... as @Mrs. Sayran Ghafuri points out they will "...search for an alternative if necessary!"
For many, a specific brand obtains loyalty from a social status and a presumed "better" point of view. But currently many people, as a consequence of high inflation, are buying "own brand" products.
Consider the number of programmes that are promoting lower cost living and surveys that consistently demonstrate that major brands are not producing to the same "quality" as own-brands!

Brand loyalty is, for many, a consequence of the level of their disposable income. If people have the money they are likely to buy the more expensive version as it makes them feel good/superior as they stand at the checkout point, have visitors etc.
Responding to all the comments on TV etc., about how realistic, logical and 'savvy' it is to purchase lower cost own brands, rather than higher cost branded goods, then many people, who may have felt 'pressured' to have branded products in their shopping basket, now feel OK and not embarrassed when standing at the checkout.

Advertising for many branded goods is currently based on "We are no more expensive than..."
Much of this is apparent in thow well the 'new' supermarkets (primarily selling unbranded products or branded products at lower costs than the "Big5") are doing in terms of market share.