Who makes home trends brand

How does a product become a brand?

the essentials in brief

  • Packaging, advertising, emotions - companies do a lot to turn their products into "brands".
  • When it comes to clothing, in particular, many customers buy by brand, not necessarily by product. The label on the t-shirt is important to you, not the shirt itself.
  • The mechanism works for both expensive and cheap products.

Example: supermarket

Many discounters have their own food, often simply packaged and cheaper than the branded product that is right next to it. Nevertheless, many instinctively choose the brand. After all, it stands for the fact that the product is good. Or? Even if both products - let's take chips - taste the same, the name on the bag draws in. Do a blind test with different chips: out of the bag, into a bowl - and friend and girlfriend can try. Want to bet that the well-known chips won't necessarily win the taste test?


Any why is this the case? Well, the eye also eats and buys - and that starts with the packaging. While no-names wrapped themselves inconspicuously in white or at least inconspicuously, brand manufacturers lure people with colorful bags and boxes, perhaps even with a slogan on them that casts a spell on us immediately.


We may also link the product to advertising that we know from magazines or TV. Cool people sit there and nibble the chips - we want to be part of it. And hey presto, the branded chips end up in the shopping cart, even if they are more expensive and the no-name snack is just as delicious.


In addition, if everyone in a clique eats those chips, we don't want to stand by with the white bag. That makes us outsiders - and most people want to belong. Cliques are often defined by brands.

But why is one brand "in" - and another not? The emotions are very important. Because basically it's not just about the chips, but about the attitude to life that these chips express. Depending on the product, very different worlds are created: Those who eat particularly spicy and hot chips are not a loser, they can endure something. The chips taste like adventure.


Other products rely on a different image. In companies there are departments with experts who do nothing other than develop brand strategies. These marketing people deal with the product target group, the brand image and the communication channels - that is, with advertising, but also with online communication, events and sponsoring, for example. The brand must match the target group, as must the approach. In addition, the brand should also deliver what it promises. On top of that, one brand has to be different from the other.


Example: clothes

When it comes to clothes, the following applies: We don't buy a product, at least not only - we buy a brand. Many manufacturers rely on this. And that also explains the run on certain labels and fashion chains. If it was only about the shirt, we would go to the nearest store and buy a top that fits well and feels good. But often it's not just about whether I like a shirt, but rather also whether others like it (also).


Brands make products distinguishable. The brand builds the universe around the product. It gives the product a flair. And it sends a message. Let's take the T-shirt again: A plain white T-shirt is literally meaningless, actually we only see a plain shirt, nothing more. However, if it is from a well-known sports brand, we discover the label that is sewn on. We think of major sporting events: the Olympic Games or football games in which the champions wear shirts from that brand. And we feel a little bit like winners when we wear a shirt like this. In any case, we feel sporty, even when we are sitting on the couch in front of the TV.


This is exactly what manufacturers build on: They create brands through advertising, labels, packaging and slogans - and consumers take hold of it. It's not just about expensive brands that want to express a certain prestige at the same time. No, this mechanism also works for clothes that hang from rather low-priced fashion chains in the shops. With the design of the shops and the oversized posters with hip people, they made jeans for 19 euros trendy. In addition, there is the trick that stars from music or film can present the fashion - or even design their own line (or at least give their name for it).


Often you pay more for the brand than for the quality of the product. And that's exactly the point: brand awareness often makes us forget that we are actually paying for the product. Because if a T-shirt goes out of shape so quickly that we have to throw it away, the brand doesn't help us any further. By then, at the latest, we have chosen a brand, but in the end we only have a bland T-shirt with a crooked seam in our hands.


In short: when shopping, it helps to visualize and see through the brand mechanism. And then to decide whether it really has to be this brand, or whether it can't be another brand or none at all.


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