Our attachment to brands is primarily an emotional one. I have often discussed the two forms of knowledge we have about brands, the factual, declarative knowledge and the emotional meta-knowledge – well, do not underestimate the emotional power of brands. It probably represents our most powerful attachment.
Psychologists often talk about the ‘halo effect’ – the way we make decisions in the first few seconds of contact. If we make a positive decision we spend the future looking for reasons to justify that decision, or if our first impression is negative we concentrate on finding faults and ignoring any plus points. Anyone who has chosen a car has almost certainly gone through this. It is love at first sight in the showroom, but if asked about the key factors influencing choice, we quote the excellent fuel economy, load carrying capacity and safety features.