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There's plenty of data-driven academic research to back you up. It's not very interesting to read, but the stuff I've gone through confirms that brand advertisi

There's plenty of data-driven academic research to back you up. It's not very interesting to read, but the stuff I've gone through confirms that brand advertising does work (although maybe not in the way you think it does. Some research, for instance, shows brand advertising not increasing the volume of sales, but allowing brands to justify higher prices, increasing their revenue.)

bad_user 11y ago
Not sure what research you're talking about, but it's all about the paradox of choice. People hate making choices, so when in a supermarket or at a restaurant, confronted with the choice on "getting something to drink" for example, you often end up going for the familiar and seeing a brand on TV counts as familiar. This is also why the taste of Coca-Cola does not change or why Coca-Cola continuously does brand advertising, even though most people are already familiar with it - the brand advertising for Coca-Cola is not targeting the 30 or the 40 year olds, but rather the preadolescents and the adolescents that don't have a sense of familiarity yet.
- ganeumann 11y ago
  This research: http://www.jstor.org/stable/1059217 http://www.jstor.org/stable/1059217 "...advertising was positively linked to brand prices in manufactured food products. Prices of weakly advertised manufacturer brands, private labels and generic products were substantially lower than the prices of leading brands, especially highly advertised leading brands. Since the products selected for analysis were relatively homogenous, real quality and cost differences do not appear to account for the price differences across brands." This may or may not be a result of the paradox of choice. That would be an interesting paper: "brand advertising increases prices when there are fewer than five choices of brands" would be a testable hypothesis, but I haven't been able to find that paper.

bad_user 11y ago

Not sure what research you're talking about, but it's all about the paradox of choice. People hate making choices, so when in a supermarket or at a restaurant, confronted with the choice on "getting something to drink" for example, you often end up going for the familiar and seeing a brand on TV counts as familiar. This is also why the taste of Coca-Cola does not change or why Coca-Cola continuously does brand advertising, even though most people are already familiar with it - the brand advertising for Coca-Cola is not targeting the 30 or the 40 year olds, but rather the preadolescents and the adolescents that don't have a sense of familiarity yet.

ganeumann 11y ago
This research: http://www.jstor.org/stable/1059217 http://www.jstor.org/stable/1059217 "...advertising was positively linked to brand prices in manufactured food products. Prices of weakly advertised manufacturer brands, private labels and generic products were substantially lower than the prices of leading brands, especially highly advertised leading brands. Since the products selected for analysis were relatively homogenous, real quality and cost differences do not appear to account for the price differences across brands." This may or may not be a result of the paradox of choice. That would be an interesting paper: "brand advertising increases prices when there are fewer than five choices of brands" would be a testable hypothesis, but I haven't been able to find that paper.