Why do people waste money on brands?

A brand is defined as a product manufactured under a particular name. Seeing as we live in a capitalist and materialist society, brand names are given a big importance. Brands are all around us. If you need more convincing, go to any shopping mall or coffee shop. Basically you will see people being slaves to a brand. Why are we, as a species, so compelled to buying specific brands? Why do people become what is considered a Brand Slave? In my opinion, there are three reasons: we find routine in purchasing certain brands, it comes subconsciously, or there are social influences.

There are many reasons why people buy certain brands. I think it’s because humans love to follow routine.  We have used a product before and we have become comfortable with it.  Therefore, we will follow that routine and continue to purchase that same item. I would be lying if I said I don’t buy specific brand products. I do buy certain brands, but I have my reasons behind it. Those reasons include price, quality, functionality, the purpose for which I'm buying it, good reviews and even if it's environmentally friendly. It can be as simple as choosing a type of soda. When it comes to choosing between Coca Cola vs. Pepsi, I will always pick Coca Cola. Coca Cola has a more caffeinated taste to it which I prefer over the more sweetened taste that is Pepsi. I also have preferences in brands when spending a larger amount of money. For example, when it comes to snowboards, I have favoured Burton  which coincidentally was the brand of the rental board I first learned on. There are many different snowboard companies, obviously some are better than others. The reason I always get a Burton snowboard  is because the technology put into the board works with exactly what I need. Burton was the first ever snowboard company. They have been in the business for a long time and still continue to improve the quality of their boards. However, I still do my research and look at other options for a board that suits me and fits with my style of riding as well as my budget.

Another reason we buy certain brands is more from a subconscious level. Many companies have been around for a long time and we have learned to associate certain products by brand names instead of the item itself. For example, when we say: "I need a Kleenex", we really mean that we need a tissue. Kleenex is just a brand name but it has been used for so long that we automatically call it that. Another example is Under Armour. It’s a company name that became big for its tight fitting sportswear, but the actual term for that product is compression shirt. Because we use the brand names instead of what the item is actually called, it increases the likelihood of purchasing the product of that actual brand instead of another.

Finally, I think that the main reason for buying specific brands is due to social standards and influences. Humans seek to fit in with others. Therefore, we are willing to spend money, sometimes a large amount, to have something that gives us that sense of belonging to a certain crowd. Unfortunately, some people think that it’s okay to spend a lot more money just for the brand name and not necessarily the quality of the product. The biggest example is Apple. I can walk into any public place and see a lot of people with iPhones. Since there are so many people with this type of phone, people will think that it must be a great product and will purchase it. Don't get me wrong; it is a genius marketing company. The issue I have with Apple is the way it presents things to the public. Apple advertises their products to be revolutionary  when in fact they are like every other product out there. For example, a MacBook is around 1700$, when in reality the specifications that are inside the computer are the same as any other laptop that is around 700$. Which means that if you are interested in buying a Mac computer, you will be spending near 1000$ for the light up Apple logo on the back. It’s not just their computers, but everything. Now the new iPhone 5 has been announced and is soon to be released. However, it’s a product that is trying to catch up. It’s now a product that is almost two years behind the technology available today, but Apple pretends like it changes the technology industry every time. To be honest I can’t explain why people are so compelled to buy Apple products. It could be because they make it sound so good and the less tech-savvy and trend-following people believe everything Apple tells them, just like sheep following their shepherd.

As you can see brands are all around us. There is no problem with buying the cheaper brand or the more expensive one, as long as there is a good reason behind your purchase. If you’re not sure if you’re buying a product just because of the brand, ask yourself this: Why do I want to buy this? If you can’t come up with many reasons do some research, read reviews, look at other products for different options. Do you really want to become just another Brand Slave?