Snap On is selling more than just a brand: 1. They will outfit your new shop on a payment plan (or at least they did at one time), allowing a new mechanic to g

Snap On is selling more than just a brand: 1. They will outfit your new shop on a payment plan (or at least they did at one time), allowing a new mechanic to get started with a full set of tools for not much money. 2. Their reps come to you with a big truck loaded with common replacement tools and calibration machines. How many people ever read the fine print that says their torque wrench requires calibration every six months, let alone bother to do so? Kitchenaid stand mixers are selling the fact that they're a classic heavily built design not cheap thin plastic and they're still built in the USA. Not everyone wants to buy the cheapest $5 widget available and I'm glad the market is able to serve different types of customers. Obviously that can be taken to an extreme (the entire audiophile market for example) but finding product-market fit and serving a specific set of customers shouldn't be demeaned as just "branding".