I’ll be the first to hold my hand up and admit I’m a brand snob. There’s no two ways about it – if you gave me the option, brands would win every time.
Don’t ask me why. I know I could save myself a bit of money by going for the cheaper option but every time, without fail, I buy the brand.
It doesn’t matter if it’s cereal, fizzy drinks or even beans – either way, I waste what little money I have by opting for the more expensive option.
And it appears I’m not the only one, as research has found millions of Brits admit they’re ‘brand snobs’ and are more than happy to pay extra for a label.
Even though we’re a nation well known for our love of bargains, 54 per cent of consumers are still prepared to fork out the extra cash for a well-known brand.
Coca-Cola, Heinz and Cadbury’s are among the brands Brits are most likely to buy because of their name, as well as Colgate, Pepsi, and Kellogg’s.
Disclaimer: I fully agree with all of the above. My housemates at university were constantly taking the mick out of me for refusing to buy different brands of beans and cereal, but I just couldn’t do it – despite the fact I was constantly skint.
A spokesman for promotional products retailer, 4imprint, which commissioned the study of 2,000 adults, said:
Our results found brand names are hugely important to many. Branding is the cornerstone of marketing – if you get your logo and brand identity right, it can have a huge impact on the success of your business.
You can find out more about the research below:
The research also found a third of those polled admitted to feeling pride when showing off items from a brand they like – such as Apple, Nike and Calvin Klein.
And if they find themselves in an unfamiliar city, Brits are 10 per cent more likely to buy a coffee from a chain like Starbucks or Costa than a shop they don’t recognise.
It would also appear the logo itself actually makes a massive difference. More than half of those polled prefer it when they buy a branded item and there’s a clear visible logo to show where it came from.
According to the survey, Apple was revealed to have the UK’s best logo, with a quarter of Brits picking the electronics giant.
This was followed by Nike’s iconic ‘swoosh’ tick and the famous Starbucks mermaid logo, in its distinctive green.
So just how much are people willing to spend in order to buy a branded product? Well, according to the survey, Brits are willing to pay 12 per cent over the odds for a product from a brand they like.
For half of the nation, this brand-focused buying will take place during their weekly shop, when consumers make a point of purchasing branded products over the supermarket’s own range.
The kinds of products which people will only buy if they are branded, include tea, ketchup and trainers. Alcohol, deodorant and shampoo are also on the list.
You may not think you’re spending that much extra when you choose, for example, Heinz over a non-branded version, but we actually shell out £258 each year buying branded products over unbranded ones.
4imprint’s spokesman, which carried out the study via OnePoll.com, added
The study shows that consumers clearly identify and buy particular products and services from businesses with strong brand recognition.
Promotional merchandise is a key way to increase brand awareness and, in turn, helps to influence buyer behaviour.
The study found when shopping, additional marketing techniques which firms use as part of their overall brand proposition when selling to customers are also key tactics which influence buyer behaviour.
Things such as big discounts and free delivery were massive influencers, with 43 per cent of those polled saying they couldn’t resist a discount, and 36 per cent taking advantage of free delivery.
A further 35 per cent are often bowled over by particularly good customer service and more than a quarter (26 per cent) said free promotional products are essential marketing tactics which influence customer purchasing decisions.
You can view the research findings from the survey in full here.
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