Many people—particularly those outside marketing—often overestimate the importance of brands to their consumers. Brands do serve as important signals of quality, meaning, and value, but on a day-to-day basis, people rarely invest much time and thought in them. Brands become most important when people need to make a decision between alternatives, and this is when marketing can have one of its strongest effects.
KeywordsPurchase Decision Conscious Thought Double Jeopardy Effective Advertising Brand Association
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