Buying, branding & relationships
Why and how people buy
- We buy products & services with benefits that meet our needs and wants, which can be physical, emotional & psychological.
- We don’t always buy rationally - we are influenced by feelings, beliefs and habits.
What brands can do that unbranded products & services can’t
- A branded product or service can meet customer needs better, by offering and delivering extra psychological and emotional benefits.
- A customer can have a relationship with a brand, involving feelings, beliefs and habits.
Why it matters
We are likely to buy more, more often and at higher prices from brands (& businesses) with which we have a strong relationship.