> It is why brands are sold. Someone buying a trusted brand wants to give their product starting levels of trust that it doesn't deserve. It's an effective way

> It is why brands are sold. Someone buying a trusted brand wants to give their product starting levels of trust that it doesn't deserve. It's an effective way of cheating customers. This seems excessively strong. Another way to view it is as a way of signalling intent (and proving skin in the game). Buying a brand is similar to those expensive and structurally pointless columns on old bank buildings: it proves the company has a put a lot of money on the line and doesn't intend to close up shop a week later.