In today’s market, there is an opinion that a visible and easily recognizable brand is the only way to get the hearts of consumers.
However, according to the experts, the real connection between the consumer and the product is not formed solely on the basis of the brand, so its visibility does not necessarily have a direct impact on consumption habits.
How the absence of brand can increase consumption?
Most marketers think that visible logos, memorable fonts, eye-catching packaging encourage the purchase of product, and the absence of a recognizable brand inevitably reduce its consumption.
The idea of creating non-branded (Brandless) products on the market since the 1970s suggests that the link between branding and product consumption shouldn’t be perceived directly.
The idea of a “Brandless” product is to offer a good quality product to the consumer at a lower price. The price advantage comes from about 40 percent. cost savings for brand communication and advertising.
The absence of a brand gives the consumer an attractive association of low price and high quality. In this way, the product can attract the consumer precisely by its unmarkedness. In other words, in today’s market, unknown products, because of the association they create, have the opportunity to show themselves as a choice of quality and responsible consumptio
The research on brands shows that the consumer’s relationship with the product, changes in product consumption, is not the only consequence of good brand communication, as the brand itself is not a direct cause of consumption.
The reason is the need to consume (for example “thirsty,” “hungry,” “need a raincoat”). This is not controlled by the brand and can only take advantage of this situation.
The impact of a brand plays a small role in creating the need for consumption. Especially when it comes to existing consumers. This means that in the long run, brand sales are not influenced by the quantity of the brand, but by its content, in the association’s consumer memory.
In order to change consumption habits, to promote the consumption of one product and to reduce the consumption of others, it is not the impact on the visibility of specific brands that is much more important, but how they work with the adjustment of consumption needs.
The unbranded product, contrary to the prevailing belief, does not necessarily diminish interest in the product.
Different cases show, due to the much more complex relationship between the consumer and the product, an unknown brand can simplify the choice of a consumer with a specific need or even encourage him to choose an unbranded product due to positive – high quality, low price – associations.
Give shoppers time!
If people make choices when they are under time pressure, they are more likely to favor recognized alternatives. If you want customers to choose your unknown brand, don’t force them to respond quickly!
Try to position unfamiliar products in store “havens” where potential buyers have time to stop and take compare features.
Provide comparison tables
It’s wise to list the features of an unrecognized brand side by side with those of the more familiar competition. When customers can easily compare features, they rely less on recognition to make choices. It’s wise to list the features of an unrecognized brand side by side with those of the more familiar competition. When customers can easily compare features, they rely less on recognition to make choices. When they can’t compare, they’re going to turn to recognition as a rule of thumb.
See you soon,