Discussion Topic: What is the role that brands play in your life?

The following passage, about a baby’s first brands, is from a famous book by Martin Lindstrom titled “Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy”. According to Lindstrom:

“As a kid growing up in Denmark, by the time I was five I was already preoccupied with a handful of brands. LEGO. Bang & Olufsen (the supermodern Danish designer of everything from sound systems to telephones). James Bond, the pop group Abba (I hereby apologize). And the fact is, thirty-five years later, the brands I loved as a child still influence my tastes and buying choices. For one thing, I always (consciously) dress like James Bond (all in black) and wear a Rolex watch. When I’m on the road, which is approximately ten months out of the year, I almost always stay in hotels that recall the ultramodern Bang & Olufsen style. And while my clothes may be all black, I’ve always been drawn to colorful art. I could never quite figure out why, until a few years ago, when it struck me that every single painting in my house was made up of yellow, red, blue, black and white – exactly those five basic LEGO colors I was so obsessed with as a kid. All right, I must confess, I still listen to Abba every now and again. In my defense, I am Scandinavian. I’m living proof that not only are very young children aware of brands, but we cling to the brands we liked as children well into our adult lives.”

We seem to live a life where interaction with brands seems inevitable. What is the role that brands play in your life? Do they simplify your life or make it more complex?

Let the comments roll. Have a happy weekend and a fun semester!

88 thoughts on “Discussion Topic: What is the role that brands play in your life?”

  1. Making a brand name is not a big deal, but staying as a “brand” indeed is. When it come to making the life more simpler or perplexed, there are some promising brands in the arena of food industry. And for that, I can not come up with an example without quoting McDonald.
    How McDonald has simplified the life of customers? The answer lies in their packaging strategy. Have you ever noticed the lids of soft drinks? Lid contains two popped up dots on both sides, one denotes for “diet” and another one for “regular”.
    That is how they make it simple without wasting time, serving efficiently. You don’t need to scrutinize the whole soft drink container for any sticker or other marking made with pen.
    Attendant simply punch the dot with the thumb impression, saving time and resources. Imagine if you have ordered 10 drinks, it would be quite difficult to bring each container out of the bag and then tossing about that one if either that is regular or diet !!!
    Now the verdict is pretty obvious, brands make the life easier, but only those who know the worth of 1 happy customer that tells three others and another 1 which is not happy, but reveal his disappointment on 3000 !!!

    1. Brands make my life simple as much as they can as whenever i m driving out of lahore way back home and if feel like eating something an M of mcdonalds make my life easy as i get to know Mcdonalds is near by the place.Brands are all around me,since i was born till present day i am occupied with brand names like disney,nike,adidas,toyota,honda,sony,xbox,marks and spencer! each brand makes my life simple and i have a great trust built on these brand names…..so in my point of view brands make our life simple in the present days.

    2. Wasiq, It’s indeed a very convenient feature that most of the fast food outlets offer. What I want to understand by your comment here is that how it effects your life? But I’m just curious of the fact that would you rather go to Mcdonalds because their regular and diet drinks are easier to spot? Or other factors are important as well, like taste, environment and variety?
      In my opinion such a small feature is not significant enough for a brand to make a huge impact on the life of a user. May be it is for you.

    3. Branding is a complex word. Here we are discussing it as a whole. It has many dimensions. It makes our lives more complex even in our worst days we think about brands.
      Like in same family people have different brand preferences.
      [Martin Lindstrom] A brand is really an emotional connection you have with a product or service.
      According to social life perspective brands dominate our lives as workers, citizens &
      Consumers…As workers we are in a ‘branding economy’ inwhich the strongest brands are the ones generating the worst jobs. It makes our life more complex …but more prominent in our society.
      According to personal point of view it has advantages. Like if i want to buy crisps that first brand name that comes to my mind i will go for that e.g. LAYS.
      I think selection of brands makes our lives complex but once when you had selected a brand than selection of things got easier.

    4. conection with the brand comes from satisfaction. if a brand satisfies a person’s preference or need then that person will go for it all over the time. take the example of Ben Ten or Spider-man, typical child brands in terms of being hero. children want themselves and their things to be look like those brands.
      Brand is the set of attributes. so people let those attributes to come in their lives and make their lives easier and good attributed.
      So the net shell is brand changes preferences and make our life easy to go with.

  2. I quite agree with this fact that brands play a very vital role in changing our personality from childhood till aged. In fact I think so our parents, elders, relatives and people around us also take part in it. Remember when we were in puerility and we used to copy our parents, friends and teachers and whatever they said we were supposed to obey them or copy them. Whatever they wear or do, we did those to be just like them even most of us still have same likings & disliking just like our parents or elders.
    Anyways coming back to topic I think brands really have impact on us. The way we present ourselves, the way we talk to others even our favorites or dislikes are because of the brands and things we use or not. For instance, I don’t usually like the food prepared in “Desi Ghee” because in my family we don’t use that. I only like notebooks of Dell, I don’t like other brands because I don’t use them and I am not satisfied with them.
    When I chose a brand and use it for a long time then I become brand loyal because it gives me the same output which I am looking forward from it and it means that I prefer those qualities and characteristics which that brand has. For instance, almost 4 years back I was used to go to a tailor for sewing my clothes and I had always preferred the clothes by a tailor because of fitting and quality of cloth issue but when I first went to “Uniworth” and tried its clothes, It really satisfied me and till now I buy almost all my wearing from “Uniworth” and I don’t even remember how much time ago I have purchased an unstitched cloth from the market. Although it cost me more as compared to non-readymade clothes but still I like to buy them. Now brand has changed my mind about the unstitched clothes. I am always sure that I am wearing nice suit and this thought makes me more confident and that’s because of a brand liking.

  3. From my point of view they make it more complex becausethough it varies person to person for example in our society majority of the population dont understand the basic myth of brands for example mont blanc , im sure 95% students in my class are not fimiliar with this brand.Same is the case with fashion wear where in it is not the brand but a body language and to carry that wearing which again is a bit missing in our society.As the example given above about Abba is not common in our society hardly

    1. what i understand from your point of view is that; culture and society also plays an important role in brand building…is it that?? what you are saying??

    2. Sorry for a bit disagree, fashion wear are the clothes in fashion and your wear it because its in fashion. for example, you will not wear bell bottoms these days. In girls there are long shirts(dnt know what they call it). Fashion is whatever you wear(that line is generally used for big celebs not commoners) its not so correct. Making correction: if you carry something with confidence it will suit you.
      apology!! if you mind.

    3. Teymur i already said this comment was a mistake,if u really want to comment on my post than its down here. Thank you.

  4. Brands play an important role in my life as they influence many aspects starting from the way I dress to where I hang out with my friends. Since I was a child, I have always preferred things that come with big price tags and showy logos. I think I can blame the environment that grew up in for that. I believe that this interaction with brands makes my life more complex, as I have this silly idea in my head that only expensive and branded things are worthy of buying and that anything that is “ordinary” and reasonably priced is not good enough. If I could change one thing about myself, it would be to take out this foolish idea from my head as I’m sure that would simplify my life a lot.

  5. As much as the reality of such a thing is existence it is surprising to know how less we admit it. I have a couple of stories to share from my experience. We are five siblings and I’m the youngest of them all and we all were born in Saudi Arabia. My eldest three siblings were in love with a drink name “Shani”. And when my parents had their fourth child my siblings named him after that drink. Obviously it’s a nick name as my siblings were persistent to keep it! The point I’m trying to make here is that some brands influence us on such a large scale that they stick to our sub conscience and unaware of the fact we try and revolve some areas of our life around it.
    Another example revolves around my mother. As a child I always could tell her presence from another room. Yes I share a strong bond with my mother and who doesn’t, but there was something else too. It was her perfume. As far as I remember there were only two smells of her, “Prophecy” or “Petra”. As every young girl, I also wanted to do what my mom did. I started wearing her perfume and it had a huge psychological impact on me. Personally I’m not a very loyal user of Petra or Prophecy as my mom is, but whenever I wear that perfume I feel a strange sense of security and love. I always feel her presence even when I’m not around her.
    Now coming to me. The most common example I can think of right now is perfume bottles. As a child my regular perfume was of baby Johnson. And even now no matter how much I want to try new perfumes I feel a very strong sense of attraction to Baby Johnson perfume. I also feel nostalgic.
    However, I believe that brands can wash away one’s senses only in specific areas of life and not the entire life itself. A specific brand will influence a specific area of the life of the user. It’s very very rare that brands shape our entire way of life.

  6. If talking about classy brands, it makes the life complex and complicated when it comes to pay the cost but at same time it simplifies with the uniqueness, quality and comfort when availed.

  7. Yes same is here…..I am totally agree with the writer of the book because I still remember when I was a kid I used to dress like a Superstar. Actually our kids are aware of only those brands which we as a parent buy or which they usually see on the television in the form of commercials.
    So, the points which I need to discuss here is that advertisement play an important role in fixing any brand in the mind of customers. If you have made an advertisement which was admired by the users, than it is very useful in brand building. Advertising effect the people of all ages groups…..

  8. From my point of view it makes it more complex though it may vary from person to person , in our society which is not aware about the luxuries of brands for example Mont Blanc , Im sure 95% of Formanites are unaware of this brand .It can only be impressive for those who know about it ,otherwise its just a pen.Infront of me .People become slaves of brand to satisty there complex and to influence others that they are more wealthy , literal and more smart. For me brands are not that important ,all what matters for me is the suitability and my inner satisfaction.Infront of me brands cant potray a person and persons capabilities which matters more.

    Muhammad Usman

  9. Yes , I agree to some extent may be I am agreeing on this fact today but if I’ll have to go back to my childhood I could not recall that actually we were brand conscious at that time !!! . At that time yes we only need “Barbies ” as dolls but we were not that much conscious if we couldn’t get that any doll could have played almost an equal role. But yes our continuous modernize era has played a tremendous role in shaping our psychology. May be we adopt it because of peer pressure or because the impact of a typical psyche that ‘what others have I must have it too’ plays role here. Brands do not complexes even the mature ones but they have influenced the kids at a larger rate because media has bombarded them with so much brands that they can’t resist it. Even being a marketing student I am so much convinced by the statement that high priced and branded thing must be good in quality than unbranded things which is alas not true in all cases.

  10. hmhm well before commenting over the influence of brands in our daily lives what got my attention is the above mentioned para by Lindstrom. My notion over the effect of brand while you are a child is a BIT DIFFERENT. For me its not a brand which is in your conscious or subconscious mind but the product. Teddy bears have always been my favorite irrespective of whether i bought them from a highly branded toy shop like Hall Mark or picked it up from the cart. The point is i JUST like them. When said by the author that he wears black clothes but is somewhere attracted to colorful art then WHY NOT WEAR them? yellow, red, blue, white and black. Its just a matter of choice. For me its all about pursuing what you left incomplete somewhere and got busy in other stuff but once you looked behind you wanted it all irrespective of who is actually returning it you..
    Then when comes the influence of brands over your lives then i will say it has both effects at the same time; making your life difficult plus easy at.

  11. Well, Brands are made to capture ones eye on it or you can say targeted market eye. Now a days in the society in which we are moving people are more ‘branders’ then being economists. Media power and off course some interesting way of portraying brand put them in that category(people copy it). For example, as BMW portrays itself as celebrity car, if u have a BMW your are not less than a famous celebrity. and proving fact most of our fashion designers, celebs have BMW. on the other hand Mercedes is a executive car, a person in Burberry or Armani suit and ‘cigar in mouth comes out of car and went to his big post office. Brands are playing much important role in our life, mostly in the life of educated person and people who know brands. Life standard changes the brand choice. I disagree with writer on keeping same brands idea in his life or brain and that it effects it, when your life standard goes up you change your brand choice because of changing desires. James Bond and rock band are examples of idealism one do but with time it changes. Every brand have a life time.

  12. The fact that most branded products are comfortable,are of good quality and easy to use/wear cannot be denied but I think the reason that majority of the people are brand concious today is because brands have become a status symbol for them. There’s no harm in using branded products but once we become enslaved by a specific brand is where the problem starts. I mean I have heard about people selling their home furniture just to buy an iPhone. I think being brand concious to such an extent definitely complicates lives more rather than making them easy.

  13. The society we are living in actually has materialistic approach. The person who oftentimes show up his wealth usually have large circle of friends and have strong social network. We sees person using branded products as money man. BRAND PRODUCTS =MONEY MAN. Thinking about the branded stuff the punch line from ‘RIN WASHING POWDER’ struck into my mind from no where and it was like “DUNYA DAKHTE PAHLA OR PARAKHTI(test) BAD MA HA”. So this is some how makes the life miserable for those who can’t afford branded goods. Brands has not effected my life really because i only desire for goods which my pocket can afford and this is what my parents thought me from childhood. I think we all should have this type of mind set… Go for the products which actually suits you and which you can easily carry with this is how we can make non-branded item look good and make it worthy.

  14. Brand start playing an important role in our life the day we are born. The blanket in which new baby is covered is of some famous brand. For example in Pakistan for baby’s skin care mother prefer to use Johnson & Johnson product because this brand is known all over the world and mothers have trust on it. We can say we start wearing brand for our childhood. So our mind is set that what thing or product that is branded is of good quality. One thing that make us loyal branded customer is whatever they promise they fulfil it.

    We can see branded lawn have made girls life simpler. Now they don’t have to go here and there for doing matching, or to put ribbons, laces, and buttons etc on their suits, everything is available in one pack and there is numerous numbers of prints available which make our choice easy.

  15. Well, the term brand consciousness is nowadays very common among most of the people. Brands are something that captures the attention of different people by having different attributes and qualities in it. Different people have different perceptions regarding brands. Some of them are very sensitive about brands while others don’t care. In my childhood I prefer to wear those clothes which have expensive price tags just because of their higher price without considering any other aspect. Some people just use brands to show off themselves that they are using the particular brand.
    In my opinion brands play an important role in my life but I don’t allow them to make my life more complex and make a strong influence on my life as I believe that I should use the products which can satisfy me. That’s it !

    1. yes….you are right fahad because customer will buy only those products which satisfy them….quality , low price, durability matters a-lot…

  16. Giving an answer to the topic would be the same cleached line that “yes branding does play an important role in our life”. But what role does it play? The answer is just three words “change your personality”. But mostly it is not the brand actualy that brings change to your personality, rather its another personality that inspires you to use that particular product.
    Let me give an example from our childhood when super heroes and cartoons were a big source of inspiration. Lets take the example of Popeye, the cartoon character. He is basicaly the drive force for the branding of Spinach and a source of inspiration for the kids to eat spinach to become strong. I know that this is a very basic example but simpler is always better to understand. Similarly nowadays we use “Nike” products because Michael Jordan and Wayne Rooney have used it, we eat “Kelogg’s Secial” as Lara Dutta (Bollywood Actress) eats it, and numerous more examples. But the crux of my point is that it is another personality that inspires you to use the product and make you brand conscious. Im sure whenever we wear suits we are having the mental image of ourselves looking as elegant as James Bond.Similarly no one would have known about “Tag Heuer” if Brad Pitt or Sharukh Khan would not have been the source of attraction towards the product.

  17. I agree that brands do affect our life. In past people were not so much conscious about brands, but now people are becoming more and more brand conscious. I agree with Fahad Moin that different people have different perceptions regarding brands. Some are very conscious about what brand they are buying while others are not. There are many factors which make one brand conscious like one’s upbringing, background, attitude, personality, income, peer pressure and empathy. The person who is born in a family where his/her parents is brand conscious then definitely he/she will also be brand conscious. If you are buying a product which is expensive or which will last longer then you will definitely look for the best brand available in the market.
    Brands make your life more complex as it is difficult to decide which brand to buy if there are many brands available in the market for any specific product. But if you are satisfied with one brand then definitely it makes your life easier.
    Now coming to the point that what role brands play in my life, I will like to say that I’m not (so much) brand conscious. Brands can’t make strong influence on my life. But when it comes to buy some expensive products then definitely I will prefer the best brand available in the market.

  18. I think brands do play an important role in our life. Although they make our lives much easier and more comfortable, but at the same time they do have some negative impacts, especially on the society.
    For example in my personal experience Apple’s iPhone proved very convenient for me. Previously I had to carry a cell phone, an mp3 player for music and for every tiny bit of internet oriented work, I had to rush to my desktop. Then Apple introduced the iPhone, which apart from all its other innovative features, had an ipod within it and made me access the internet sitting anywhere in the world. Thus, making my life much easier and mobile. But on the other hand, it created a prominent social imbalance in the society. There started a race of buying an iPhone, and people who couldn’t afford it, most of them had an inferiority complex; when every other person was buying it.
    Same can be said for designer readymade clothes. Although they save time, and are guaranteed of superior quality, they too create a race and an imbalance amongst different classes of society. For example if two ladies are talking about their clothes and one of them is wearing a branded dress, then it inevitably creates a feeling of superiority in the person wearing it. But it is wrong; it creates a social discomfort in the society.
    Coming back to my personal experience, yes branded things like K&N’s ready to cook food and generations readymade clothes have helped me to save my time and energy, making life more comfortable. But, again I’d like to say that we should not forget how branded things have created a discomfort in the society as a WHOLE.

  19. Whenever I heard the word “BRAND” it makes me think of some kind of precious item or product which has the power to makes a person look more classy, Stylish and elegant.

    I do agree that brands play an important role in our lives and they somehow influence us and our society. People of today’s generation are more brands conscious as compare to older generation. It may be because of the fact that things have changed now. Now back to back brand’s war going on for every product has made people more aware of the fact that there is something called “BRAND” which has something amazing and impressible in it. But there are certain other factors which I think people should consider as well. As far as brands are concerned they matters MORE to posh/Elite class of our society because they are the one who can easily afford them. No doubt lower class also tries to get the chunk of brand in their lives as per their power of affordability but they cannot enjoy Brands in every item they purchase as elites people do.

    For me, Brands do influence in one’s life as they differentiates one product or seller from another. It is a fact that people mostly prefer to use branded items because “Brand” adds value in their lives by giving them quality, guarantee, consistency, satisfaction, benefits, comfort, and best features. A person with Branded accessories can be easily identified from rest of the audience. To some extent I am also a brand conscious person because I know Branded things give legal protection to a product. I always try to get branded products if they are in my affordability.

    So for me, brands make life both simpler and complex for those who can afford them. Simpler in the way that they can easily buy a Brand which they like and complex in way that sometimes so much brands available in market makes your mind stuck to what brand you should go for. For those who can only enjoy Brand’s which suits their budgets and income does not bother much about brand’s complexity.

  20. Mmmm I agree with the fact that the interaction with brands seems inevitable. And yes brands play an important role in our lives. No doubt brands do make life sophisticated, add value to it and make it more comfortable. But at the same time they are making life more complex.
    From my point of view, brands have made our lives complex and have also changed the perspective of our decision making. If we look in the past, people were not so conscious about the brands and had simple lives but today, people are becoming more brand conscious, may be just to have a status symbol. And this somehow is creating social discomforts in the society.
    Even kids are getting aware of the brands. My 9 years old niece said to her mother that on this Bakra Eid she wants to have a dress from Minnie Minors and I just couldn’t figure this out how she gets to know about this brand.

  21. Branding always comes in a package for the customers and the business itself. In its literal terms branding is associated with the: name, logo, colours, insignias, etc. In the professional filed of business there is no black or white, often there are shades of grey which are visible, so, branding is neither good nor bad for me, it is somewhere in the middle of the two extremes and needs to be evaluated. I would like to quote a few examples from the surroundings signifying the importance of brands.

    For example, when I go shopping, branding to some extent makes it quite convenient to purchase the products I want to. Branding aids easy identification and it is convenient for you to differentiate one brand from another which is the main purpose of branding. For example, Oil of Olay from Vaseline intensive Care because of the different packaging and colour schemes. Similarly, Quaker Oats with the signature image and packing can easily be differentiated from other cereals. L’Oreal Paris has a completely different packaging as compared to Garnier or Sunsilk. JAZZ with the sort of customers it targets has a bright colour scheme of yellow and red. The popular ones are Coco Cola which go with red and also Lipton which has a very attractive packing of bright yellow. Moreover, swoosh for Nike and spaniel for Hush Puppies aids easy recognition for these well established brands.

    Exploring the other side of the picture, branding is not all too good as it does to some extent promote consumerism and Apple products can be an example of this which again is a debatable point I’ve made in the sense that active customers are different from the passive ones.

  22. Yes, people now these days are brand conscious. In fact, I would say that brands have now dominated our lives. People, now want to wear something that could be known or recognized as a status symbol. However, irrespective to the fact, either, it would be affordable or not. I’ve also heard a guy who became thieve just because he need money to get i phone, because all his friends have i phone. And the guy was the son a heart surgeon. Brands have made the life complex and miserable. brands have made the life complex and miserable.

  23. Brands play a very important role in my life because when I heard brands name such as Balmain Paris, Levis, Azzaro, Hugo Boss etc I have a good feeling about them. This is because they deliver all such things, which they promise to their customer. I have believed in such brands because once I bought shirts and dress pants of “Balmain”, their sitiching and fabric was awesome and importantly the color did not fade. In other words they are durable, comfortable and of good quality. These brands keep up to date with the latest fashion and trend. By using such brands I feel confident in social gathering and feel lively.

  24. It is true that interaction with brands in today’s world of information technology is not inevitable. But at the same time it is not brands which play so much important role in our life including me or that we cannot even live without them. We can take the example of mineral water supply, milk & soft drinks being provided by gourmet bakery. Before introduction of mentioned food items in market by renowned bakery, Nestle was the market leader in milk & water supply and Coca-Cola and Pepsi were the market leaders in soft drinks. But with the availability of same goods at lower prices have resulted in sharing of market by gourmet and all those people who used to buy Nestle Pure Water, Nestle Milk pak, Coca-Cola and Pepsi since ages have shifted their love towards their competitor.
    Similarly if we take the example of mobile phone companies, Nokia mobiles were widely used by people because they were lower in price and easy in handling for a longer period of time but with rapid change in technology, people are more interested in using IPhone’s made by Apple although it costs more.
    If I talk about myself I had a Nokia mobile for a long period of time, but once I operated Sony Ericson mobile which my brother brought for himself I never felt like using Nokia mobile ever again. Therefore, in my opinion there is not much influence of brands in our life. People change their liking or disliking for a particular brand if they get the same thing at a better price or quality although exceptions are always there.

  25. No doubt Brands play a very important role in our daily lives. And I agree with the people who associate the feeling of superiority or inferiority with the brands nowadays. But I think it depends upon oneself that how he/she adopts the lifestyle. For example if I like to wear clothes stitched from my tailor rather than purchasing it from Cambridge or Uniworth etc and I found them more comfortable on me then I won’t go for those brands out there. But still I am strongly influenced from the brands like Apple, Levis and a couple more but not up to the level which makes my life complex.

  26. For starters, I must say while going through this, memories of my childhood revived. I started remembering and actually questioning myself that was there a time, as a kid, where I fought with my parents to buy me a particular brand. And I wasn’t surprised to get NO for an answer from my subconscious mind. However I do remember fighting for Barbie dolls and fairy tale books. But there is no denying the fact that my perception of brands, with the course of time, changed drastically. I now find myself more brand conscious than ever. My day starts with wearing something I got from khaadi and ends up using Facebook from my HTC smart phone. Brands have not only shaped our lives, they have played a major role in changing them. I have often found my cousins children, around two and three, fighting with their parents over “Pumpkin Patch, Mothercare and Next”. According to them these brands are AWESOME. Hmm! When I was of their age, I didn’t even know what looked good on me because I believed my mother was there to make those decisions for me. It sometimes makes me wonder that is it even right to call them kids? In this era where watching Tom and Jerry on television has been replaced by playing angry birds on ipad, I observe our lives being more influenced with brands now than ever. If situation like such continues, we might find ourselves driven more towards complexities.

  27. By the time we were about to born our parents had already decided what sort of brand we will use for our child weather it Aitchison for schooling, shampoo of Johnson and Johnson, cartoon of Disney or clothes of Nike and adidas.The world has become a global village and we have to take advantage of it. The harder a company works on its branding and identity, in most cases, the more awareness it creates. For example, Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labeling in a foreign language and know it is a Coca-Cola product. The red color and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product. There is considerably saving of time and energy in shopping of goods because a brand renders product identification much easier.
    But all the time we don’t have to be brand conscious as it shows signs of superiority and infirmity complex. I have played squash circuit at international level .I know how these brands work. The big famous brands are chasing the player so that they could sponsor the player and be attached themselves and give the gimmicks that because of this brand one could achieve enormous goals. The brand utilizes big names of players for selling their product e.g. Roger Federer uses Wilson racquet and wear Nike outfits where world fastest man Usain Bolt uses Nike shoes to run. Because of this all the fan will be using these products. It does not matter what sort of brand we are using rather we have to shape our personalities. What I see of a product is its quality; durability and price. It’s up to us weather we take advantage of these brands to ease our life or to mind boggle our self to become a brand conscious and symbol status personality.

  28. Brands play a singnificant if not an enormous part in shaping our lives. For one brands define your personality. This is perhaps why you buy a brand, not bacuse it feels good to touch….that would seem logically impossible for something abstract as brand. In fact, What I want to say is that you buy a brand because you know in your heart that a particular brand fulfils your desire. For instance, i still have Nokia N70 with me not only because I like Nokia but moreso because Nokia phones are perfect for me, i.e. neither too light nor too heavy. When I needed a new set I switched to N97 and not to an Iphone 4 or Samsung. I guess thats what brand does to you, It becomes an integral part of your personality. In essence the comfort level that I have developed with the brands allow me to handpick products, without too much fuss. That has simlified my life.

  29. ….(continued) I agree when some of you say that brands do complicate our lives but for me what is of significance is the durability, reliability and guarantee assured by the brands. Although its difficult to choose one out of ‘infinite’ brands but at least somewhere you know its worth the time and confusion you have to experience. Plus according to me its a “SURVIVAL OF THE FITTEST” brands are consistently in the fight of achieving the best and what do we want?? something which is best, simplifies our life and much more. Quality is preferred over everything else….

  30. Brands most definatley make my life much more convenient and easier. For me, the brand of tea I drink is extremely important because of the flavor, the clothes a buy need to be well tailored, the food I eat, whether it be McDonald's or Hardees, some local brand even like "Mohammadi Nehari" has stuck with me simply for the reason that their reliable, consistent and you know what you're getting almost all the time. My basic premise is that I do make a choice when choosing a brand; its based on the use I'm getting out of the desired brand and the quality and consistency with which its delivered. Choices are always good, its a consumers God given right in this day and age. Brands might complicate things due to an overflow of options. I'd rather have a lot of them than only one, choices that is. I mean remember the time when there was only PTV and STN, now you've got Geo, Meo and God knows what channels, they are Brands too. We live in times where Information is paramount, we have all the resources we need to make a decision on our fingertips. In conclusion, Brands do make life simpler for me, its just us humans who are indecisive sometime about what we want. That's the void branding fills.

  31. Brands most definatley make my life much more convenient and easier. For me, the brand of tea I drink is extremely important because of the flavor, the clothes a buy need to be well tailored, the food I eat, whether it be McDonald’s or Hardees, some local brand even like “Mohammadi Nehari” has stuck with me simply for the reason that their reliable, consistent and you know what you’re getting almost all the time. My basic premise is that I do make a choice when choosing a brand; its based on the use I’m getting out of the desired brand and the quality and consistency with which its delivered. Choices are always good, its a consumers God given right in this day and age. Brands might complicate things due to an overflow of options. I’d rather have a lot of them than only one, choices that is. I mean remember the time when there was only PTV and STN, now you’ve got Geo, Meo and God knows what channels, they are Brands too. We live in times where Information is paramount, we have all the resources we need to make a decision on our fingertips. In conclusion, Brands do make life simpler for me, its just us humans who are indecisive sometime about what we want. That’s the void branding fills.

  32. Mr Martin Lindstrom,s thoughts on being “Brandwashed” have to be viewed in the context that he refers too. To me a ‘Brand’ is just a name that aides you in idenifying a product or a service that you are in need of, now how much that brand makes you known in your social circle is another issue but what essentially that brand does, is to give you an option in making a decision e.g Zeinth is a meat store that has recently come up whereas earlier we were very familiar with our very own Butcher, now that butcher with his own shop name is a brand in itself, what Zeinth stores have done is to give us an option to either buy meat from the butcher shop with all the flies around or get a clean one from the Zeinth. Likewise is the case with water i.e the mineral water a phrase that has certainly caught the eyes of “Health” conscious segment of our society.
    To me Brands make life easy because they aide us in making decisions for for our product requirements. Now how early in our life we get accustomed to a brand is relative only to two factors: one how satisfied are we from the product and secondly how convienent is it to get that brand ?
    Listening to “Abba” (well the band remains an all time favourite with my age group) and labelling it to “being scandinavian” is giving the BRAND a very vivid nationalist look too, maybe a little hint as to how the brands get our approvals.
    Thanks

  33. irrespective of the fact that yes !! we are the youth which is influenced by the so called branded society but what mattters in the end is your comfort level either you could go for mental comfort or corporeal its ur choice … quality of things does not only depend upon branded things alone after all its just a tag which satisfy ur need…either made a comment by iphne , htc or android in the end its just a matter of fact which varies individual to individual..

  34. Brands play a vital role in making our personalities. Because Brands make easy for us to buy things with quality. But now its very complicated for us to choose among brands because when we go in market we see a lot of brands.Its also matter/concept in our country that the cheap thing may not be good in quality so we prefer to buy branded things.Thats why, Companies spend a lot of money on Brand Activations. Brands also reflect our personality in a way that if we have Q Mobile rather than HTC or Samsung then People would think that he has not the power to buy good one.

  35. If we go a decade or two behind we can see that we all were not that much brand conscious due to I guess at that time media wasn’t that much advanced in our country and we weren’t that much familiar with the branded things though we were kids that moment but I still remember cell phone were only with head of the families but as we entered in the 21st century we have moved towards the forward direction and media has indulged in so many ways into our lives that everyone out there in the world wants to compete even when I look at my little ones they have become so much brand conscious, the question arise did we made them so much about demanding a certain brand or have they picked up these brands themselves. I seriously think that brands are playing a vital role in today’s age as schooling and social media has grasped us so much that we have to admit that living in this world is running us towards a competition where everyone has to look better than the other due to the hype created by Yes the brands in our minds that you have to wear, carry use our products and you will look a lot cooler than others and you will feel great.

  36. Branding is a complex word. Here we are discussing it as a whole. It has many dimensions. It makes our lives more complex even in our worst days we think about brands.
    Like in same family people have different brand preferences.
    [Martin Lindstrom] A brand is really an emotional connection you have with a product or service.
    According to social life perspective brands dominate our lives as workers, citizens &
    Consumers…As workers we are in a ‘branding economy’ in
    Which the strongest brands are the ones generating the worst jobs. It makes our life more complex …but more prominent in our society.
    According to personal point of view it has advantages. Like if i want to buy crisps that first brand name that comes to my mind i will go for that e.g. LAYS.
    I think selection of brands makes our lives complex but once when you had selected a brand than selection of things got easier.

  37. Branding is a complex word. Here we are discussing it as a whole. It has many dimensions. It makes our lives more complex even in our worst days we think about brands.
    Like in same family people have different brand preferences.
    [Martin Lindstrom] A brand is really an emotional connection you have with a product or service.
    According to social life perspective brands dominate our lives as workers, citizens &.
    Consumers…As workers we are in a ‘branding economy’ in.
    Which the strongest brands are the ones generating the worst jobs. It makes our life more complex…but more prominent in our society.
    According to personal point of view it has advantages. Like if I want to buy crisps that first brand name that comes to my mind I will go for that e.g. LAYS.
    I think selection of brands makes our lives complex but once when you had selected a brand than selection of things got easier.

  38. Well, as per me Brands definitely have a big influence on my life and they have definitely simplified my life. They have made my information making easier. Whenever I want to buy something I know what are the different brands and which brand has been positioned to cater my needs. For instance, if I want to buy a skin product I would definitely go for L’Oreal or The Body Shop because I trust these brands and I know that I can’t go tampering with my skin. With time we do get associated with different brands that best serve our need, and after having that knowledge brands simplify our life. This association lasts a long time. I used to be a Harry Potter fanatic in my high school and still whenever I see Harry Potter stationery or a Harry Potter movie going on I do get mesmerized. I don’t get that stationery now though :p cos I believe unfortunately I have grown out of it

    and I do not believe at all that brands complicate our life; one might argue that people are running after expensive brands just to look classy. But sorry guys, brands are just meant to distinguish the products. This negative side is merely the result of the prevailing materialism

    I think whenever the word *BRAND* is spoken of what most people think are the posh and expensive brands available out there.. but literally speaking brands are much more. Brands are simply a way to distinguish the products of one seller from so many others available. In that respect everything is a brand. Taking the examples of the car market.. Suzuki is one brand and Mercedes another. What matters is how these different brands are positioned and how these different brands are catering to their respective target markets

  39. If we go a decade or two behind we can see that we all were not that much brand conscious due to I guess at that time media was not that much advanced in our country and we were not that much familiar with the branded things though we were kids that moment but I still remember cell phone were only with head of the families but as we entered in the 21st century we have moved towards the forward direction and media has indulged in so many ways into our lives that everyone out there in the world wants to compete even when I look at my little ones they have become so much brand conscious, the question arise did we made them so much about demanding a certain brand or have they picked up these brands themselves. I seriously think that brands are playing a vital role in today’s age as schooling and social media has grasped us so much that we have to admit that living in this world is running us towards a competition where everyone has to look better than the other due to the hype created by Yes the brands in our minds that you have to wear, carry use our products and you will look a lot cooler than others and you will feel great.

  40. There is a lot to talk about on this hot word “BRAND”, the word which itself says a lot to consumers but the meaning of brand does not imply same to everyone, it differs from person to person, age to age, time to time and place to place obviously. If we talk over a kid who is not mature enough to identify a good brand, a bad brand or “I NEED TO BUY THIS BRAND” scenario, so his or her mother usually decides for the kid.
    In today’s modern world it has become a trend to shop something branded and to a large extent it is right to because there are many brands which are significant enough to our lives so brands like APPLE has made people to trust products from them. Many tablets are in market e.g. galaxy tab but “ipad”comes under the umbrella of apple which says a lot about quality and simplifies decision making.
    To make up one’s mind for a brand depends on many factors, some of them are availability, affordability, reliability, packaging, quality, taste and last but not the least ADVERTISEMENT. All these factors differently mean to everyone. Depending on any of these factors has made people life significant or complex may be in various ways. A very famous case revised so many times as an example of brand loyalty, “the coke case” when people came to know that it’s not the classic coke they used to drink and it is a drink with name “new coke” they rejected and switched back to classic coke so what they had onto their minds at that time may be the Name the Taste they were used to. So this is how brand equity works.

  41. I would agree to what Martin said “we cling to the brands we liked as children well into our adult lives” People from my class would recall the documentary we saw at university “Consuming Kids” the we saw in Marketing Communications course recently. It explained the same concept in detail.

    Coming to the question, I would say that at times brands make my life easy and at times they make it difficult. How a brand makes it easy for me? It satisfies me mentally why? because its a truth that we try to define our personality with the products/brands we use. Their are many examples to this as the writer has also quoted, I have grown up watching James Bond that was reinforced by my dad because I saw him wearing formal through out my life, so now when I dress up I make sure that even my socks should be of an appropriate colour relative to the suit I wear. This also influences my choice for Marks and Spenser when it comes to formal shirts. The reason is my father has loved the brand for its stitching so do I. And its not odd to admit that I considered my dad as James Bond when I was a kid. And I idealize my dad.

    It also makes our life difficult at times, take the same example if I choose for Uniworth or Dinner I will never feel comfortable why? simply because I feel its not me. Remember the concept of “Ideal Self” we read in consumer behaviour Solomon, Micheal R. “The Self.” Consumer Behaviour. 9th ed. New Delhi: PHI Learning, 2011. So I become dependent on the brand to express my ideal self.

  42. I think brand plays an important role in our life. All brands have not so good results in the end or they don’t meet the customers’ requirements.

    For example, the new mobile company Q-Mobile creates innovations in the mobiles day by day. Like, they introduce ANDROID versions in their mobiles. They attract the customers towards their new technologies, by offering LOW PRICE, ANDROID, TOUCH, LARGE SCREEN, LONG BATTERY LIFE and WARRANTY, etc. But if we take a glance on Nokia Corporation, they haven’t introduced their ANDROID version till yet after LUMIA WINDOWS Series.

    But still People buy NOKIA PHONE more as compared to Q-MOBILE. Because, in customer’s mind NOKIA offers the best and durable life time phone ever. So, people buy more NOKIA phone as compared to Q-MOBILE.

  43. A Brand has a unique product features, benefits & services to the buyers. The best brand conveys a warranty of quality . A successful brand is timeless.

    Since , childhood I have been watching Sony T.v, it’s colour & pictures have always attracted me. Now ,when I went to buy LCD of different companies LCD like Samsung, Noble, Phillips, Sony,were displayed in a showroom. Comparing the specific sets of features of SONY in my mind gave me instant confidence that Sony LCD is the right choice to purchase.

    As i always try to spend more wisely and also sensitive to quality & price. So instead of strongly preferred brand Nescafe GOLD. I bought the acceptable brand Nescafe’ Classic and was satisfied and incurred cost by changing brand.

    Mineral Water bottles Like Nestle & Sufi, Gourmet water. They all have the same purpose to quench the thirst,but their design,convenient in holding bottle,plastic texture,labeling makes me to select only Nestle Bottle.

    BMW car logo always put a smile on my face, as its logo, well built shape,fixture of seat always attract me.

    I think, Brand Simplifies one’s life in shopping more efficiently, quickly and gave you instant confidence & satisfaction.

  44. In my opinion, brands go both ways. At times they make your life easier but otherwise complex too. Let’s talk about a common commodity like footwear. If I need shoes I’ll prefer to buy brands like Urban Sole or Hush Puppies considering that comfort is an important factor while choosing a pair of shoes. But if, in addition to comfort, the consideration is about brand image and social desirability as well, then my choice will shift to buying from Ammar Belal, Caanchi & Lugari or Lark & Finch. Another example can be of a car. The primary objective behind using a car is to save time and energy. This need to save time and energy can be satisfied by either a Suzuki Mehran or a Bugatti Veyron. It is highly dependent on the resources and nature of person that what he/she will opt.
    In my view, brands actually made my life easier. I know what to eat, as the menu of KFC favors my appetite more than as compared to McDonalds. If I want to purchase clothes, instead of searching the whole mall I will directly go to Levi’s to buy jeans because their styles interests me. I will buy Kurta from J.J and not from Khaddi despite the fact that my parents prefer to buy from Khaddi. Similarly if i want to buy a camera I will buy Nikon camera because I trust Nikon as its camera fulfill my needs more than others. The specific standards of these brands and the message their products carry help me express myself and define my personality.
    As a child, I have grown up watching movies and TV channels that sold the concept of “cool” and “trendy” through icons wearing the denim jeans and t shirt attire. I picked up a few styles involuntarily and now that is how I tend to define myself. Sleek formal dressing is for bankers, lawyers and FBI agents, something I learned from movies, since I was young. So when I aspire to be one I’ll know how to represent myself. Brands will help me do so. Yellow is my favorite color, and I really look for that color when buying t-shirt because, I loved the crayon I had of this color during 1st grade. I’ll admit that even as a child I was open to certain nuances I found in brands I owned and with time they grew with me and branched out into different directions.

  45. Well for me brands do complex the picture. Their influence on the mind is so extraordinary that somehow our brains end up comparing everything with the brand. This results in ending up with the brand itself. Every part of our living taking from the food we eat to the clothing line we wear, all traces back to some brand or another. Even those who cannot afford the big brands would surely end up buying the first or second copy of Louis Vitton, Charles n Keith, Gucci, Armani etc. when it comes to bags, shoes, wallets or even spectacles. Why life can’t be made simpler by having the liberty to choose any label. Why is our minds caged in these big names rather than smaller, insignificant names. By doing so we provide an easy marketing tool to the second hand products sellers to make more products with the brand label.
    Brands are usually made synonymous with the quality but that’s not the truth every time. Everything comes with an expiry date on it, so why not buy 4 bags for the price of one. It’s cheap plus variety, because at the end of the day what matters is how you are pulling off a brand. Brand should lie within the person not within the product!

  46. For me it is a symbol of standard of living and social status. I know it sounds shallow but I'm like many brand users (take Apple, BMW, Louis Vuitton, Blurberry, Chanel as example), we'd like to be associated to a certain class when you are a user of that brand. It certainly makes like more complex when we are 'imposed' with brands before we realize whether or not 'we need it'.
    The other side of the argument is that the brand might actually make like simpler when options are excessive or when you don't know how to choose from. For instance, I would choose a Japanese car over a korean car simply because the japanese brands have proven to be more reliable in the past. Or say chocolate, since they are so many types of them, I'd go for the brand like m&m or reese which I always have good memories with.
    The bottom line, yes, it really lies on whether you are a controller of brands or you let brands control you. Brands don't play such a big deal in my life in general, but I'd still crave for starbucks coffee or mcdonald's pancake breakfast once in a while.

  47. Well, as per me Brands definitely have a big influence on my life and they have definitely simplified my life. They have made my decision making easier. Whenever I want to buy something I know what are the different brands and which brand has been positioned to cater my needs. For instance, if I want to buy a skin product I would definitely go for L’Oreal or The Body Shop because I trust these brands and I know that I can’t go tampering with my skin. With time we do get associated with different brands that best serve our need, and after having that knowledge brands simplify our life. This association lasts a long time. I used to be a Harry Potter fanatic in my high school and still whenever I see Harry Potter stationery or a Harry Potter movie going on I do get mesmerized. I don’t get that stationery now though :p cos I believe unfortunately I have grown out of it

    and I do not believe at all that brands complicate our life; one might argue that people are running after expensive brands just to look classy. But sorry guys, brands are just meant to distinguish the products. This negative side is merely the result of the prevailing materialism

    I think whenever the word *BRAND* is spoken of what most people think are the posh and expensive brands available out there.. but literally speaking brands are much more. Brands are simply a way to distinguish the products of one seller from so many others available. In that respect everything is a brand. Taking the examples of the car market.. Suzuki is one brand and Mercedes another. What matters is how these different brands are positioned and how these different brands are catering to their respective target markets

  48. Well, as per me Brands definitely have a big influence on my life and they have definitely simplified my life. They have made my decision making easier. Whenever I want to buy something I know what are the different brands and which brand has been positioned to cater my needs. For instance, if I want to buy a skin product I would definitely go for L’Oreal or The Body Shop because I trust these brands and I know that I can’t go tampering with my skin. With time we do get associated with different brands that best serve our need, and after having that knowledge brands simplify our life. This association lasts a long time. I used to be a Harry Potter fanatic in my high school and still whenever I see Harry Potter stationery or a Harry Potter movie going on I do get mesmerized. I don’t get that stationery now though :p because I believe unfortunately I have grown out of it.
    and I do not believe at all that brands complicate our life; one might argue that people are running after expensive brands just to look classy. But sorry guys, brands are just meant to distinguish the products. This negative side is merely the result of the prevailing materialism.
    I think whenever the word *BRAND* is spoken of what most people think are the posh and expensive brands available out there.. but literally speaking brands are much more. Brands are simply a way to distinguish the products of one seller from so many others available. In that respect everything is a brand. Taking the examples of the car market.. Suzuki is one brand and Mercedes another. What matters is how these different brands are positioned and how these different brands are catering to their respective target markets.

  49. Well for me brands do complex the picture. Their influence on the mind is so extraordinary that somehow our brains end up comparing everything with the brand. This results in ending up with the brand itself. Every part of our living taking from the food we eat to the clothing line we wear, all traces back to some brand or another. Even those who cannot afford the big brands would surely end up buying the first or second copy of Louis Vitton, Charles n Keith, Gucci, Armani etc. when it comes to bags, shoes, wallets or even spectacles. Why life can’t be made simpler by having the liberty to choose any label. Why is our minds caged in these big names rather than smaller, insignificant names. By doing so we provide an easy marketing tool to the second hand products sellers to make more products with the brand label.

    Brands are usually made synonymous with the quality but that’s not the truth every time. Everything comes with an expiry date on it, so why not buy 4 bags for the price of one. It’s cheap plus variety, because at the end of the day what matters is how you are pulling off a brand. Brand should lie within the person not within the product!

  50. Brand make life easy in my perception because you only have to focus on one thing that which brand suits you. you no need to take into account the quality and standard of making because brand itself is the sign of satisfaction.
    Brand look like a bit costly thing but if we take into consideration the standard and procedure of making brand then it will not come out as a costly thing. For making brand the companies use high quality material , good machinery, and experienced workers which in comparison to the price dont seems to be bit costly. Because the thing they are producing usually match up the price they offer.

  51. No doubt, brands play a major role in our lives.These help us in finding the right product in return of our value/ investment as brands themselves are the source of information like about the manufacturer of the product etc. We feel happy and protected with a brand. Protected in the sense that we are not wasting our money and getting the right thing. We have different expectations associated with brands and brands promise to deliver some value and try to fulfill their promises, so they greatly take care about the quality of the product.

  52. I agree Brands tend to make one’s life easier. Mine in particular because of my own nature not being madly in love with random shopping sprees. Another aspect of brands making lives easy is the amount of time it saves. It’s all about ‘knowing’ what you ant and brands actually convince you of that want which you never feel but ‘discover’ after watching the advertisements. This article further iterated the point that what you expose yourself as a child be it toys, clothes, music, they form the preferential choices you make at a later stage of your life. Its more like you know which friend to call at what kind of trouble. I know which shop to go to get that special dress for an occasion; I know Backstreet Boy’s Album ‘Millennium’ will cheer me up no matter how upset the time be; I know ‘Krispy Donuts’ will always be my comfort food. So yes! Brands not only make life easier for us, they become a part of our personalities which we carry everyday with ourselves. Brands are translated into statements which everyone unconsciously gives by choosing a particular lifestyle. The more the brands, the many the lifestyles!

  53. Brands play a very important role in the life of those people who are the brand conscious.I am a brand conscious and its true that every second person in our society is brand conscious.
    Now a days it is very easy to do a good advertisement of your brand then,start charging high prices and get ready to earn a good profit.
    If we want to buy something then we try to buy something which is of good quality and the price which we are paying is exactly according to the quality of product which they produced.Everyone wants to fulfill its needs in best way so in that sense every one of us is a brand conscious ………sometimes it makes our life easier but sometimes complex.

  54. Apropos to the discussion topic, brand plays a vital role in changing human lifestyle. For instance, I am fond of Toshiba laptop and using from a decade. I am not in a position to switch on other brand. It depends on human taste about which brand will effect their lifestyle. There are lot of brands serving for multiple purposes and have a colossal effect on our daily lifestyle. It is now more convenient for us to select an appropriate brand according to our needs.

  55. Brands play a very important role in the life of those people who are brand conscious.I am a brand conscious even every second person of society is a brand conscious.
    Now a days it’s very easy to do good advertisement of your brand and then start charging high prices and get ready to earn a good profit.
    If we want to buy something then we try to buy something which is of good quality and the price charged is exactly according to the quality of the product which they produced. Everyone wants to fulfill his needs in the best way so in that sense everyone is brand conscious.

  56. Brands actually play a very important role in our life. In this age, we are very much influenced about the brands around us. What it really does is, it distinguishes a product from the other. Once it becomes popular among people, next thing we know we are surrounded by it. The brand you like the most you feel attached to it, you feel that if i have something of that brand it makes you feel good, feel different. For instance, a lady goes to buy a watch she considers all the brands first in her mind like Guess, Fossil, Rolex etc Its all in the name of a brand and the experiences it brings with it, nothing else, otherwise all products are same and serve the same purpose and for the watch example that is to tell the time, but its the “brand” that makes it unique. From the example above the lady decides to buy a Guess watch and goes to meet her friends, her friends see the watch and say WOW! nice watch where did you get it from and she will say its GUESS!!! so here we go the brand played a big role again, for some people its just a watch but for some its a “GUESS” watch.

  57. I agree that brands do play an important role in our lives. Certain traits have been associated with brands e.g. Apple users are considered to be hip trendy and up to date with technology. The brands you choose as a result tell the outside world what kind of person you are and a brand can become a part of your identity.
    As far as my life is concerned brands like Apple, Coke and Nike play an important role. For example, lunch doesn't feel like lunch without a glass of ice cold Coke. My fridge is stocked with coke 24/7. Its the only brand from my childhood I’m still in touch with regularly. My sense of style in clothes is influenced by Nike’s simple, plain yet elegant designs. I always prefer plain designs in both casual and formal wear. Apple however has had a somewhat negative impact. I've gotten so used to the iPad’s processor speed that even the most minor delays get annoying.
    Overall I believe that brands make life easier because decision making when choosing a product takes less time. You know what you want and where to get it.

  58. Well I think brands do complicate the things, it makes our life more difficult and society more materialistic. For instance, in the passage author talks about B&O, which is world’s one of the most expensive stereo system company. Why somebody needs a 1000-dollar home phone, or a 5000-dollar television or a several thousand dollar sound system. Whereas, we can buy many other reasonable brands like Panasonic, Sony, or Boss and there are many other brands, but why to buy the most expensive one just to show off or to satisfy our own ego that we are buying the most expensive one. This brand consciousness or sickness I would say has no end, it depends on the size of your pocket. In my personal opinion, brand consciousness is not just following a particular nametag but it is more of a feeling or we can say an abstract that we are buying the best thing available in the market. Satisfying your self by getting the best available is not just an individual act but it is commonly seen among the countries and the cities for instance, Dubai is obsessed with having the biggest, tallest and lonest in the world, which has caused them huge losses but still they are fighting to be the best. It is their unsatisfied ego, which is driving them crazy. So the point here I want to make is that the basic phenomena behind an individual and the whole society is same and that is getting the best or the most expensive available in the world. Like every other person I’m also brand conscious at a certain level, which does not make me a brand freak.

  59. … For me brand plays an important role in my life. For listening high quality sound I prefer SONY. From my childhood I am watching SONY TV’s. Its sound quality and resolution attracts me. After my inspiration towards SONY, I bought a sound system to enhance the quality of sound. And now I bought SONY-XPERIA due to its high resolution and sound. So, if I want to recall my mind about the SONY brand, I quickly say that HIGH RESOLUTION, SOUND QUALITY, MORE FEATURES and MORE SERVICES (like 5 year warranty, etc) are my 1st answer of inspiration.

  60. Brands actually simplify things for me. Each brand has a unique set of characteristics which allow us to choose one which appeals to us and our personality the most.

    Although in certain situations brands can give rise to a kind of material sectarianism. The biggest examples being Xbox VS PS3 and MAC VS PC, where people keep defending their brand against the other in a bid prove which brand is better or superior; this is, however, in extreme cases.

    When it comes to problem solving brands help me in my screening process. One usually has enough knowledge of almost every brand beforehand to pick one and then just select a suitable product based on other variables.

    As far as clinging on to childhood brands is concerned, that is a basic trait of the human psyche. We are always going to pick, choose, select and prefer the familiar. And as Ahmad has so rightly mentioned “Consuming Kids” advertisers seem to know this and are capitalizing on this.

  61. Brands (A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed) make life complicated because people become brand conscious. Sometime they do not want to buy a product but to uphold stander in society they have to do it. This practice has also converted to human in dissimilar categories which is against the humanity. Brands physiologically manipulate costumer minds and persuade them to buy a product so some time they supply low quality at high cost.
    But in other way, Brands make life easy, simple and beautiful; there are so many brands in the world which are struggling hard to make human life more easy and comfortable. In this century, time is most important factor and ‘’brands such like, Gourmet and Service Shoes Company (Pakistan) has many branches in Lahore, so same stander on one cost can be bought at deferment locations. It’s a human nature to choose wisely in his life so brand gives a direction and specified selection criteria. Brand have a large setup, massive budget, modern manufacturing units, marketing strategies and well organized staff so they can provide optimum quality on cheep cost as they have slogan ‘’is ko laga dala to life jhenga lala’’.
    Some brands are spending money for social activates, sport, law and order awareness and also giving donation in Health and Education sector and they are giving opportunities to entire concern community even they are brand costumers or not. Also they make identity of a country and nation.

  62. well if I talk about myselv-yes the brands have simplied my life..no matter wether the brands are local or imported-generally they have a gud quality but its obvious the imported ones are better than local..e.g if v go to the market to get a shrt v cn get a gudone frm any branded shop at a litle high price..i myslef is a gucci lover but its so expensive that I cant get evry product frm gucci so this thing matters when one is short of budget..brand have become a status and quality symbol but only for those who can pay for their better choice..

  63. In today’s life anything you want should be branded. We are all in brands from head to tow. Starting with hair conditioners, clothes, pants, shoes, accessories etc. Its not because they make my life easy(yes some things do) but its because there hammering-marketing techniques and making people more and more aware through big budget marketing plans. e,g telecommunication. Even a politician is a brand these days, Imran’s high marketing put his graph at top and when he slow down his graph goes down. Same with media field, if you are in news no matter why!! your are in the game or top(because people are aware about you)….other wise its highly competitive world and “TOP IS ALWAYS EMPTY”.

  64. A brand is a name or symbol which distinguishes two similar products from one another.In todays world brands play a huge role in our lives as we judge the quality of a product by its name.If the product is branded it gives us confidence and satisfaction which a unbranded product does not.For example burgers at Kfc and Afc are almost similar but the satisfaction you get from having a meal at Kfc is much greater than having a meal from Afc.This is because Kfc is a well established brand all around the world and we have confidence in it.
    If the product is branded it is very easy and convinent for customers to go to the market and repurchase it where as in case of unbranded one you need to search the market and still might not find it which wastes alot of time.Thus Brands play a vital role in our lives.

  65. i would like to start my discussion with this quote “Products are made in the factory, but brands are created in the mind.” many people are brand conscious, they always want to wear branded things which made their life very complex. some people use branded things because it enhance their image in society. brands are nothing just an image in mind. many people are some brand lovers they buy their favorite brand without any concern to its price. simply those who can afford they buy branded products and those who cant afford they will not gonna buy it. but i am also agree with other students comments who said that brands make life simple if you are going to buy Apple or Sony laptops they are bit expensive but branded they give you warranty, customer care etc.

  66. There is no significant role of brands in my life as I am not follower of specific brands. It is all about getting maximum satisfaction either the product is branded or non-branded. In brands what really matters to me is brand equity (price, quality, image and awareness) and to be more precise its only price most of the time which matters. In 2003, Textelion and vodotee were the revolution in men casual clothing in Pakistan as local brand but by the time other brands came into the market and I started to prefer new brands over both the brands. New brands in the market either gives you high quality and some time same quality with low prices. The point I am trying to make is that

  67. (continued) my brands preference changes with time and that is due to its equity.Moreover, I never stick to certain brand like when it comes to food i prefer some non-branded food or even ‘Dhabba’ in contrast to some branded food chain. Being associated to average income group, I never bothered to run in brand race as i cannot afford to compete it.

  68. totally agree with you Shahmurad their is no difference b/w zinger of KFC and AFC but majority of people go to KFC its just a mind satisfaction nothing else taste and size is almost same only difference is brand name!!

  69. In my humble opinion, being brand conscious is just another pseudo social phenomenon which has penetrated in our society in recent past only. Even now it has failed to influence a vast majority of our society due to various factors. To count a few, poverty, an ever decreasing GDP, low per capita income, cultural issues and unequal social system. The mere 10% of our society which can afford the luxury of using brands and are influenced by the so-called Cultural Revolution are often blamed of moral, religious and cultural depravity. In circumstances like these, one can only choose to become a social alien to be wearing brands. Having said that, if we look at the other side of the picture, efforts have been made in the recent times by the local brands to develop a harmony between a highly conservative society and fashion. Moreover, the influence of internet on society has, to some extent made people aware of brands. As children our knowledge about brands was limited to Bata shoes, or Levi’s jeans to the maximum, if we grew up in a family of average income and household. The shock resistant, water proof watch with maximum lights was a fantasy as a kid. As we grew old, Rolex, Omega, Citizen, Titan etc became even more appealing fantasies. Gucci, Armani, Prada influenced our choices when we had a pocket that could afford them. Today we see a lot of local brands that have made fashion affordable to middle class as well. Urbanization in recent times has also contributed to this fashion sense that people have developed. As a conventional, conservative person myself however, I try to keep myself away from all this fuss, and would rather be content with a simpler life that I lead.

  70. From our birth till our graves, we all are surrounded by brands. infact, the brands play a major role in shaping our lives. But for me, the brands have made my life complex as it is very difficult to select one out of so many brands available becuase every brand has its own significance.
    Brands have made people think about them and finally decide upon which one’s to choose. Infact people have become brand conscious. They think that brand represent their personality. Brands have shaped our minds in a way that when we think about a person, we also think about the brands he/she uses e.g. car, mobile phone, clothing etc. We are into a age when branding has taken over anything (brand washed). Whenever I talk to my friends, peers, relatives I find them taking so much interest in different brands.
    Therefore, I along with many other people are conscious about brands and yes, brands have shaped and changed our lives.

  71. For me brands and branding is more of a psychological game than anything else. The sole purpose of a brand is to create such an image in the consumers mind that he or she starts believing that no other product or brand would satisfy their need. For example i’m a loyal customer for Adam’s cheddar cheese and that is my first preference when i walk towards the cheese section. However at times when i’m unable to get it due to no availability i have to take some other brand, i just don’t feel satisfied with what i’m taking home although i know that at the end its cheese and more or less it serves the same purpose. But my mind has associated certain qualities and attributes to Adam’s and that is what effective branding is all about.
    yes we are surrounded by brands since the day we were born and that is good because we have choices and we should make the best out of them. But whether brands make our lives simple or complex that depends on how seriously we take them and how we tackle them. Brand consciousness is good if you do not over do it. life will be complex if u do.

  72. The growing trend of marketing techniques undoubtedly hit the ground very quickly. The products launched by various companies, certainly create some kind of craze in the consumers. Eventually, people run after putting a tag or title of some renowned and famous brand. To some extent, it often helps to create an impression through the communicating image of branded logo, which makes this world remember that there was some person who was having Nokia N70 or was wearing Levis jeans. Such budding behaviors have given rise to brand consciousness.

  73. Nowadays brands are playing major role in everyones life including me. The thing which wakes everyone and me up everyday in the morning is alarm on the branded cellphone then in bathroom everything is branded like: shampoo, soap, toothpaste, gel, perfume etc. After it clothes which we wear are branded. Then we usually go for breakfast. There milk, juice, jam, bread and even eggs packed by retail stores are branded. Then we move for university or colleges on cars and they are also having a brand on them. Even when we go to univeristy the system of education is also branded either Edexcel Board, Cambridge Board, Scottish Board, high school, American system, British system,what are the affliations etc. Then usage of computer comes either Apple, Dell , HP or whatever. Social networking websites are also brand some people use Twitter and some are still on Facebook. Its a never ending list of things with brand which you and I using in our everyday lives. Only thing which I think is not branded is AIR and OXYGEN in it.
    Now it depends on your status and personality which brand you are using and why are you using it.
    I think they have made our lives more complex as we read in Economics and know that what a man needs is food, shelter and clothes to life. Just take these needs and think how these brands have made them our wants. Now we don’t want food we want branded food. We don’t wear simple clothes we ask for branded one and even shelter is branded for example design by Nayar Ali Dada, wood by Interwood or sanitary fittings by Roca. So brands have even turned our needs into wants.

  74. There is no doubt that the brands which we have been seeing since childhood now have an important role in our lives. The constant advertisements over the time have hammerred this in our minds that only a certain brand can represent us. It is because of the marketing campaigns which we have been seeing since ages that today we believe that it is a brand which makes and completes us. we have forgotten a simple fact that it was us who made these brands, not the other way around. And eventually a time comes when people start recognising us by the brands we use. So we just have to stick to ‘our brands’ by hook or by crook because they represent us.

    According to me, these brands have made our lives complex. we eat what we do not want to, we wear what we can not afford, we listen to what we can not bear, and we watch things which do not amuse us. so basically, our lives are all about ‘what others will think’ and just to make sure that we set a remarkable impression, we complicate our lives by living by the ‘Brands’

  75. The importance of brands in our lives is undeniable. Awareness of certain brands, such as Cola and telecom brands, is wide spread in people belonging to the lower socio-economic classes in Pakistan. Brands traditionally connote a certain quality and reliability, which often leads to positive associations and word-of-mouth recommendation. There are instances where they simplify our lives – when we know for sure the brand of toothpaste we prefer, or the clothing brand that goes best with our personality, the cheese brand that satisfies us the most etc. There are many times when our life gets complicated because of brands as well – you might genuinely want a certain expensive brand for its features or attributes but you might fear that friends and family will consider you to be status conscious; sometimes a heavily branded life comes at a cost that is tough to afford thereby leading to a hefty credit card bill payment.

    I am a strong believer in the promise and values that strong brands stand for. Relationships, trust, loyalty, affiliation, love etc. are words associated with brands, not generic products. There is a fine line between being brand loyal and brand conscious. Marketing can be thought of as a system that provides a certain standard of living to consumers. Brand consciousness seems to relate to materialism. Materialists value possessions for status and appearance. Yet there are others who have a tendency to like products that connect them to other people or that provide them with pleasure when they use the products. Life does become very complicated when you are trying to ‘keep up with the Joneses’, which is essentially the desire to compare your living standard with your neighbors and exceed it if possible. This becomes even more complex when we connect this with the economic realities of Pakistan, where the gap between the rich and the poor is widening almost eliminating the middle class. A student in the discussion referred to branding as a sort of psychological game. Well, let’s just say that branding that stands the test of time is much more than a game.

    Lindstrom’s words are thought provoking and powerful. Research has shown that the smells, aromas, tastes, preferences etc that we get accustomed to in our childhood are an integral part of us. There are decisions we make based on subconscious feelings which we are not cognizant of. If a brand is a part of your childhood story then there is a high likelihood that you will prefer it for a long time.

  76. Well I never got a chance to complete a topic on my blog that I had named "LIFE. A bag full of tags", I guess through this post I may actually complete it.
    Brands play a very influential role in our lives. Brands justify status, personality, living styles, nature, preference type and all such attributes of a person in the environment we live in. Max Sutherland and Alex Sylvester stated in their book, advertising and the mind of the consumer that “We have a strong inbuilt need for cognitive consistency, and tend to reject anything that is not consistent with what we currently know or have come to expect”. Yes, Brands is what our lives are all about these days, we either appreciate or criticize one's personality on the basis of brands attached to the person. It is very true to accept the fact that we tend to find similar brands in all the age classes we pass through in our lives. For example the cafeteria at my school sold Pepsi but eventually after years they started selling coke, now the market i.e. mainly students were used to of having Pepsi with lunch since years, this dramatic change, of course against their will was unacceptable as they never really wanted to change that opinion in their minds of having anything other than Pepsi with lunch. When I came to Lahore, people were greatly obsessed for Coke, I denied accepting Coke at first but after a few months, I finally accepted coke, and guess what, Coke tastes way better than Pepsi. The example I included signifies the importance of changing perceptions in accordance with the social environment we live in.
    Conclusively, brands are a part of life, they portray our nature, preference, personality etc. It is a way through which we communicate with the society we live in.

  77. Well I never got a chance to complete a topic on my blog that I had named "LIFE. A bag full of tags", I guess through this post I may actually complete it.
    Brands play a very influential role in our lives. Brands justify status, personality, living styles, nature, preference type and all such attributes of a person in the environment we live in. Max Sutherland and Alex Sylvester stated in their book, advertising and the mind of the consumer that “We have a strong inbuilt need for cognitive consistency, and tend to reject anything that is not consistent with what we currently know or have come to expect”. Yes, Brands is what our lives are all about these days, we either appreciate or criticize one's personality on the basis of brands attached to the person. It is very true to accept the fact that we tend to find similar brands in all the age classes we pass through in our lives. For example the cafeteria at my school sold Pepsi but eventually after years they started selling coke, now the market i.e. mainly students were used to of having Pepsi with lunch since years, this dramatic change, of course against their will was unacceptable as they never really wanted to change that opinion in their minds of having anything other than Pepsi with lunch. When I came to Lahore, people were greatly obsessed for Coke, I denied accepting Coke at first but after a few months, I finally accepted coke, and guess what, Coke tastes way better than Pepsi. The example I included signifies the importance of changing perceptions in accordance with the social environment we live in.
    Conclusively, brands are a part of life, they portray our nature, preference, personality etc. It is a way through which we communicate with the society we live in.

  78. The consumer is motivated to action by a sense of need or desire. The desire can be a need transformed in such a way that if it is not bought may be a cause of getting left behind like a cell phone, it basically was a desire but the current social trends made it a need so as to stay connected to the social networking of a person. Or it may a need twisted into a desire, like water. Filtered water is pure enough for a healthy living but choosing to drink Nestle water is creating a demand of Nestle water in such a way that it is the only water that shall help you have a healthy living as their slogan says, "Pure Life". Advertising and the product itself can be a major reason at times to create the need in ones mind. Associating it with daily life activities and events may help boost the level of motivation to recognize it as a need.
    Perceptual maps help develop a market positioning strategy for a brand/product. As discussed earlier, perceptual maps help the organization to set a positioning strategy for its brand/product. It’s on the choice of the plotter to choose any criteria to plot X and Y axes depending on the market segment and product/brand category. In the example below the two dimensions that are used are price and quality. Below is a very basic perceptual map. If we plot the Pakistan’s automobile industry we can identify those brands which have high price and high quality. Honda is plotted as high quality and comfort, and Suzuki is plotted as a low quality low comfort. These perceptions if made in anytime in life leave a very heavy impact on the way we prefer brands. If for example a kid never liked Suzuki due to inadequate comfort, when he grows up, he'll never go for Suzuki as his car. Remember the ad we saw in class on Porsche 911, the kid was greatly influenced by the car and decided that he will buy the car when he earns, the perception may change when he finds a better car.
    Tracking customer perceptions as time exceeds and comparing perceptual maps developed at each point in time can reveal how the market is changing depending on social and living environments. For example, the most important attributes may change as a result of environmental changes and the creative positioning of new entrants. Before the price hike in Petroleum industry, fuel efficiency was not likely to appear as a prevailing automobile attribute in Pakistan, now people are more likely to buy cars with fuel efficient systems like Toyota’s Ecotech Corolla or the imported Toyota Prius. Another example is that hybrid cars were not given appropriate veneration before the fuel price hike in Pakistan, as time goes by more and more hybrid fueled cars enter Pakistan through International markets; one of the local manufacturers, Honda has launched Civic in hybrid as well, to cater the fast growing market of hybrid cars.
    AIDA helps us find how advertisers grab customers whereas Maslow's hierarchy of needs helps the us see how marketers design the advertisements/promote the product in such a way that it would successfully fit into the needs as defined by Maslow in his pyramid. So, first we study the market and its need i.e. identify a gap in the market and identify the market that is to be catered. That only is possible by viewing the Market with a buyer’s perspective through perceptually mapping out the position of the product by identifying the differentiating factor/advantage in the product as we always have a reason to buy a product, its either a social or an environmental factor. Here Maslow’s model helps out, one carefully studies the current trends and the upcoming trends and it clarifies the needs of the community to be catered so that the product isn't just an alternative or a substitute product rather it serves the right purpose suiting just the perfect to the consumers’ needs. Then comes in the AIDA model, it helps design and execute a successful advertising and promotional campaign in a three step plan: 1) Awareness i.e. Attention: telling the customers what the benefits are of switching onto this product/brand as explained earlier. Linking it to a daily part of life like Nike does in most of its advertisements. Nike persuades its customers by emphasizing on the importance of health and physical fitness, it emphasizes that Nike is the best brand for keeping a healthy routine and helping us to stay fit. Attachment i.e. Interest: Nike creates interest by attachment of its products with various stylish, athletic personalities from the world of sports. Creating a need i.e. Desire: Now, here Nike influences its customers by connecting it to a daily part of life such as a start to a beautiful day jogging in the park with Nike apparel as it is seen in most of its ads or Nike uses emotional attachment, sometimes, to convince customers or the way Nestle persuades us to drink Nestle water as it is the purest of all as explained earlier. And finally Adoption i.e. Action: Obviously once the need is created and catered the way, we, the customer want it to be, we definitely would buy such a brand. So, brands really do influence us to a great extent. But then again, Its all up to us whether we choose to live in a life full of tags or simply fulfill our needs with whatever is available.

  79. The consumer is motivated to action by a sense of need or desire. The desire can be a need transformed in such a way that if it is not bought may be a cause of getting left behind like a cell phone, it basically was a desire but the current social trends made it a need so as to stay connected to the social networking of a person. Or it may a need twisted into a desire, like water. Filtered water is pure enough for a healthy living but choosing to drink Nestle water is creating a demand of Nestle water in such a way that it is the only water that shall help you have a healthy living as their slogan says, "Pure Life". Advertising and the product itself can be a major reason at times to create the need in ones mind. Associating it with daily life activities and events may help boost the level of motivation to recognize it as a need.
    Perceptual maps help develop a market positioning strategy for a brand/product. As discussed earlier, perceptual maps help the organization to set a positioning strategy for its brand/product. It’s on the choice of the plotter to choose any criteria to plot X and Y axes depending on the market segment and product/brand category. In the example below the two dimensions that are used are price and quality. Below is a very basic perceptual map. If we plot the Pakistan’s automobile industry we can identify those brands which have high price and high quality. Honda is plotted as high quality and comfort, and Suzuki is plotted as a low quality low comfort. These perceptions if made in anytime in life leave a very heavy impact on the way we prefer brands. If for example a kid never liked Suzuki due to inadequate comfort, when he grows up, he'll never go for Suzuki as his car. Remember the ad we saw in class on Porsche 911, the kid was greatly influenced by the car and decided that he will buy the car when he earns, the perception may change when he finds a better car.
    Tracking customer perceptions as time exceeds and comparing perceptual maps developed at each point in time can reveal how the market is changing depending on social and living environments. For example, the most important attributes may change as a result of environmental changes and the creative positioning of new entrants. Before the price hike in Petroleum industry, fuel efficiency was not likely to appear as a prevailing automobile attribute in Pakistan, now people are more likely to buy cars with fuel efficient systems like Toyota’s Ecotech Corolla or the imported Toyota Prius. Another example is that hybrid cars were not given appropriate veneration before the fuel price hike in Pakistan, as time goes by more and more hybrid fueled cars enter Pakistan through International markets; one of the local manufacturers, Honda has launched Civic in hybrid as well, to cater the fast growing market of hybrid cars.
    AIDA helps us find how advertisers grab customers whereas Maslow's hierarchy of needs helps the us see how marketers design the advertisements/promote the product in such a way that it would successfully fit into the needs as defined by Maslow in his pyramid. So, first we study the market and its need i.e. identify a gap in the market and identify the market that is to be catered. That only is possible by viewing the Market with a buyer’s perspective through perceptually mapping out the position of the product by identifying the differentiating factor/advantage in the product as we always have a reason to buy a product, its either a social or an environmental factor. Here Maslow’s model helps out, one carefully studies the current trends and the upcoming trends and it clarifies the needs of the community to be catered so that the product isn't just an alternative or a substitute product rather it serves the right purpose suiting just the perfect to the consumers’ needs. Then comes in the AIDA model, it helps design and execute a successful advertising and promotional campaign in a three step plan: 1) Awareness i.e. Attention: telling the customers what the benefits are of switching onto this product/brand as explained earlier. Linking it to a daily part of life like Nike does in most of its advertisements. Nike persuades its customers by emphasizing on the importance of health and physical fitness, it emphasizes that Nike is the best brand for keeping a healthy routine and helping us to stay fit. Attachment i.e. Interest: Nike creates interest by attachment of its products with various stylish, athletic personalities from the world of sports. Creating a need i.e. Desire: Now, here Nike influences its customers by connecting it to a daily part of life such as a start to a beautiful day jogging in the park with Nike apparel as it is seen in most of its ads or Nike uses emotional attachment, sometimes, to convince customers or the way Nestle persuades us to drink Nestle water as it is the purest of all as explained earlier. And finally Adoption i.e. Action: Obviously once the need is created and catered the way, we, the customer want it to be, we definitely would buy such a brand. So, brands really do influence us to a great extent. But then again, Its all up to us whether we choose to live in a life full of tags or simply fulfill our needs with whatever is available.

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