Bonding with brands

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Tempting: People’s devotion to brands stem from various reasons.

There’s a paradigm shift in Bangalore’s retail industry and shoppers, on their part, have a lot more choices both in terms of brands, prices and products. The retail industry has changed its spots. It has brands branded all over itself. Clothes, food, jewellery and even groceries are increasingly being chosen by people based on their brands.

With the recession showing signs of abatement, people are returning to brands with a vengeance. People’s devotion to brands stem from various reasons. The respect and attention the brands command, make people flaunt them. It is all about the belief that one is what one wears or dons or sports. 

Metrolife interacted with a few youngsters in the City to gauge their level of devotion to brands. When you wear a popular brand, eat at a popular restaurant in the City you tend to identify yourself with that league. And the high cost, is only a small price to be paid in the bargain.

Sheena Umanath, with Ernest and Young, is a total brand person whether it’s her clothes, footwear or cosmetics, she screams brands, “But some brands are overused and overdone and some other brands like Levis have always been in demand,” says Sheena for whom pricing has never been an issue. Sindhu, who relocated to the City a month ago reasons that people tend to associate one with the brand one wears.

“There are branded perfumes, clothes and shoes from local stores but I would always go in for high end brands and don’t mind spending a few extra bucks to get what I want,” says Sindhu, who feels branding is all about one’s choice and of course, one’s power of spending.

Men just as women are equally or more brand conscious. Kaushyk Satish, a consultant with NEN, an NGO observes that brands “define your preference and speak a great deal about the person you are.” He feels that it reflects on one’s upbringing and culture as well, “Pricing is an issue with me but I wouldn’t mind spending on brands that are close to my heart,” he reasons and adds, “today, shoppers are faced with a brand war of sorts and I think that one is spoilt for choices.” Nandakumar, a communications professional, is devoted to a particular brand and says that he shops from there because the designs, cut and style appeal to him and he has no qualms about pricing. “There’s a certain amount of warmth that brands command. Popular logos are a morale booster,” he says.

To Easo A John, an advertising professional with Mudra, brands have a functional and emotional aspect to them. “You must be comfortable and it must make you feel good. He says that he’d pay through his nose for his preferred brand but wouldn’t spend the same amount of money on just anything else.”

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