How Brands Drive Purchase Decisions
The supermarket brand Aldi knows this well. Their (much cheaper) own-label brands (pictured above) closely replicate the logos, colors and semiotics of better known, established brands to make our in-store decisions as cognitively easy as possible. If it looks like a packet of Walkers crisps, it must taste like it, right?
In other words, brands help us make good enough, system-1-led purchase decisions. Which is why the foreign supermarket is such a hard problem.
Contributed to Branding Strategy Insider by: Richard Chataway, President of BVA Nudge Unit UK and excerpted from his book The Behaviour Business, published by Harriman House.
If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at email@example.com or call +44 (0)1730 269809.Rights
For information on available rights, please contact firstname.lastname@example.orgBulk purchases
Discounts for bulk purchases available. Please contact email@example.com for a quote.