The brand personality is also just a human being

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We can easily see how important it is for a brand to develop a meaningful personality when we're shopping in a discount supermarket, for example. If we had the choice, we'd probably choose a branded product. So-called private label brands function primarily through price. They are purchased because they're cheaper, not because of their excellent reputation or glamorous branding.

A study by the management consultancy PricewaterhouseCooper reports: "Seven out of ten Germans have specific occasions when they invest in a branded product. (...) Especially for gifts and occasions like birthdays or Christmas, many morocco phone number data prefer branded products. The top product type is electronics – here, the brand name is important to three out of four consumers. A key trigger for trust is the belief that by purchasing a brand, you're also buying quality. One insight for marketing: recommendations from social media and appealing advertising particularly increase the willingness to buy among those under 35."

We look for trust and reliability in brands. Roughly speaking, we turn to those we like and know where we stand. And when a friend or acquaintance, whose opinion we rely on, recommends a brand to us, it immediately enjoys a certain degree of trust.