The Benefits Of Branding - Consider the legions...
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Consider the legions of car owners who travel up to 2,000 miles at their own expense to attend a Saturn celebration at the company's plant in Spring Hill, Tennessee. That's loyalty. And supposedly, more people have the motorcycle brand "Harley-Davidson" tattooed on their body than any other brand name. That's out-of-this-world loyalty.
3. Familiarity. Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered your company identity sufficient times may become willing to recommend you even when they have no personal knowledge of your products or services. Seeing your ads on local buses, having your pen on their desk, reading about you in the Hometown News, they spread the word for you when a friend or colleague asks if they know a ____ and that's what you do.
4. Premium image, premium price. Branding can lift what you sell out of the realm of a commodity, so that instead of dealing with price-shoppers you have buyers eager to pay more for your goods than for those of competitors. Think of some people's willingness to buy the currently "in" brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.
The distinctive value inherent in a brand can even lead people to dismiss evidence they would normally use to make buying decisions. I once saw one middle-aged Cambridge, Massachusetts, intellectual argue to several colleagues that Dunkin' Donuts' coffee tastes better than Starbucks'. So contradictory was this claim to the two companies' reputations for this demographic group that the colleagues refused to put the matter to a taste test.
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