Comparison shopping involves more than just checking prices. Most shoppers also are concerned with the quality of the product and trustworthiness of a company.
Does this company offer an exceptional product? Do they stand by their goods? Do their products earn positive reviews?
Depending on how important the purchase is, a customer may ask all of these questions and more of each business that offers a product they want.
Of course, a complete investigation into every business is time-consuming, and even the shrewdest customer only has so much time. They’ll skip the investigation if they see a quick and informative answer to their questions.
That quick answer is branding. A brand name instantly informs customers about a company’s reputation, enabling them to trust the quality of each product or service that business offers. The very mention of the brand name (or the sight of the brand logo) conjures all of a customer’s experiences and perceptions of a business—good and bad.
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