What Makes You Buy it, Product or Brand?

When you purchase or buy something, what are you trying to get, products or brands?

The answer seems quite obvious, as not everyone has the ability to buy the brand and not every company wants to sell its brands, and what we can get is only the product.

However, when we want to buy something, it is the brand rather than the product that will first emerge in our mind for selection. Let’s make it simple, if you buy an LV handbag or an Apple cellphone, what you get is the handbag or the cellphone, but what you consider is the brand before you conduct the purchasing behavior.

A product with a good brand is more than a product, as the brand adds some values to the products or directly represents the products on some occasions. A few days ago, one of my friends came for a visit and I invited him for dinner. I suggested to go to a seafood restaurant, but I said, “Let’s go to eat Yonghehui (one of the most famous restaurants for its seafood in Fuzhou).” This restaurant has successfully connected its brand name with its product, and when we say “Let’s go to eat ‘Yonghehui’”, we mean the “seafood hotpot”. Meanwhile, when we want to eat high-end “seafood hotpot”, we will think of “Yonghehui”. The good product enhances brand recognition, meanwhile, the brand can also create value for the product. For example, Quanjude is well-known for its toasted duck, but when we go to eat “Quanjude”, we mainly want to eat the most famous toasted duck, however, we will also try other dishes there. As you can see, a good brand for one category can help you promote products of another category.

This is the philosophy of brand promotion. You may spend 80% of our time, energy and money to promote your brand with just one category of our products. You try to make customers think of you when they want to buy this certain category of products. Gradually, trust has been built on your brands. When you add a new product category, you will find the magic power of the brand, and you just spend a small marketing budget but your brand helps you attract a lot of buyers. All in all, the focus is the essence of creating a brand.

CFM--An internet-based service provider for overnight advertising textile printing in China

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