03-24-2004, 05:00 PM
When the purchase decision comes, will you then remember a 'positive feeling' about the maker? Will it be sufficient to cause you to choose their product instead of another, given no further research?
All other factors being close enough to equal, it can definately be the difference. I think there is an inverse to this that is also significant. Generally speaking, you don't trust the name you don't know. Maybe it is as good as the big brand name, or even better, but how many people feel like taking the risk? When I go to choose a battery, the humour of the pink bunny isn't going to make me feel good about Energizer, but years of being exposed to that brand name as a leading battery manufacturer might give me the confidence to choose it over another battery that I've never heard of which could be a total lemon brand for all I know. And without a doubt, even the pickiest consumer does not have time for detailed research on every purchase he or she will make.
Coke and Pepsi are locked in a permanent advertising war, competing against each other to get the first and last impression on each person that has to choose a soft drink. But at the same time, they are effectively working together to ensure that a few kabillion people never even bother to try (insert cheapo brand of cola here).
All other factors being close enough to equal, it can definately be the difference. I think there is an inverse to this that is also significant. Generally speaking, you don't trust the name you don't know. Maybe it is as good as the big brand name, or even better, but how many people feel like taking the risk? When I go to choose a battery, the humour of the pink bunny isn't going to make me feel good about Energizer, but years of being exposed to that brand name as a leading battery manufacturer might give me the confidence to choose it over another battery that I've never heard of which could be a total lemon brand for all I know. And without a doubt, even the pickiest consumer does not have time for detailed research on every purchase he or she will make.
Coke and Pepsi are locked in a permanent advertising war, competing against each other to get the first and last impression on each person that has to choose a soft drink. But at the same time, they are effectively working together to ensure that a few kabillion people never even bother to try (insert cheapo brand of cola here).