Intellectual Property Law

We're Loyal to Our Favorite Brands Because They Become Part of Us

By Michael Atkins

I woke up to this story on NPR.

It’s a “Marketplace” piece talking about why consumers are so loyal to their favorite brands.

Host Steve Chiotakis kicks around the idea with USC marketing professor Joe Priester.

CHIOTAKIS: “I’ve got to tell you, I love Frosted Flakes. I’ve eaten them since I was a kid. Why did I become enamored with that particular brand?”

PRIESTER: “My guess is that it’s meshed with a lot of other experiences and memories. You not only like Frosted Flakes, but you consider it a part of yourself, you probably think about it unprompted.”

CHIOTAKIS: “I can remember when I was a poor college student, and Mom and Dad didn’t have the money to buy my Frosted Flakes anymore. And I saved a couple bucks by buying the generic brand.”

PRIESTER: “And then when you had money again, did you stick with the generic?”

CHIOTAKIS: “I started buying the brand again.”

PRIESTER: “Jut like the thought of losing or not having our good friends around can sort of lead to this emotion distress, what’s interesting is that brands can prompt exactly the same kind of thing.”

This is great stuff. The conversation only goes another minute or so, along the same sort of path.

It’s all about brand loyalty.

And apparently, we’re loyal because our favorite products are part of our identity.

Full post as published by Seattle Trademark Lawyer on November 17, 2010 (boomark / email).