The Influence of Branding in Marketing: Why We Choose Logos Over Logic

What Is Branding, Really?

Branding is not always just a logo or a catchy slogan. It’s the feeling you get when you think of a product. It’s the story, the trust, the identity, and the legacy that a brand builds over time.

Take Apple, for example. It’s not just about the iPhone’s features anymore. It’s about being a part of something bigger, like a lifestyle. Some people are even borrowing money or using EMI options just to buy the latest model. Why? Because owning an iPhone makes them feel like they belong to a premium club.

Is Branding More Important Than Quality?

Here’s the shocking part: yes, sometimes it is.

A study by Nielsen showed that 59% of people prefer to buy new products from brands they already know. Even if there’s a better, cheaper, or more innovative option from a lesser-known brand, many people still stick to what’s familiar.

Let’s be real. How often do you try a new toothpaste brand? Or do you just pick Colgate because it’s what your parents used?

This loyalty isn’t always about quality. It’s about trust and recognition.

Why Do We Fall for Big Brands?

Let’s talk about something that might surprise you: Some people literally borrow money just to buy the latest iPhone. According to a 2023 survey by LendingTree, about 1 in 5 Americans have gone into debt to buy a smartphone, and you can guess it! Most of them were buying iPhones. We don’t need to think about America; just think about how many of our friends or family went to work just to buy themselves an iPhone !!!

But why?

There are tons of good Android phones with similar or better features at a lower price. But the Apple brand has built a reputation for being the best, high-status, and reliable. People aren’t just buying a phone, they’re buying an identity.

Trust Over Quality?

Now think about this: Have you ever seen someone choose a well-known brand even when the product isn’t the best?

Imagine a scenario. Two people are buying sneakers. One sees a local brand which have great comfort and quality. The other sees a big brand with flashy advertising but not-so-great reviews. Most people would still pick the big brand simply because they know it.

It’s not always about quality. It’s about trust. And branding builds that trust.

So, What’s the sum up?

Let’s keep it simple:

• People are always loyal to brands, not just products.

• A strong brand can make people spend more, even borrow money.
• Branding creates trust, even if the actual product doesn’t live up to it.
• And yes, sometimes branding makes people ignore better local options.

So if you’re in marketing, branding isn’t just a “nice to have.” It’s everything. It’s what makes the difference between being seen and being chosen.

Conclusion

Next time you buy something, ask yourself, Am I buying this because it’s better or just because of the brand?

And as a marketer, ask, what can I do to build a brand that people believe in?

Because at the end of the day, marketing sells the product, but branding sells the dream