How Brands Influence Purchasing Decisions: Insights from My Favorite Brand

Share your initial thoughts on what the brand means to you. How do brands impact your spending decisions?

Choose one of your favourite brands from an industry such as e-commerce, automobiles, shopping, restaurants, technology, etc., to answer these questions.

• When making a purchasing decision, is the brand important to you? What about the brand resonates with you?
• Determine whether your favorite brand has a stated “brand promise.” If so, what is it? If not, identify one from another company of your choice. Remember the brand promise is usually different than a tagline or slogan.
• Do you have an emotional connection with the brand? If so, can you describe it briefly? Consider factors such as trust, respect, and other strong feelings.
• When considering a purchase, do you look first for your favorite brand? This may be considered top-of-mind awareness or the first brand to come to mind. Provide an example of a brand that is on top of your mind.

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Here’s a clear, step-by-step way to structure your response:

1. Introduction (2–3 sentences)

   • Start by briefly explaining what a brand means to you personally.

   • Mention how brands influence your day-to-day spending decisions.

2. Favorite Brand Selection

   • Choose one brand from industries like e-commerce (e.g., Amazon), technology (e.g., Apple), restaurants (e.g., Starbucks), etc.

   • Briefly introduce why you chose this brand.

3. Importance of the Brand in Purchases

   • Explain whether the brand influences your decision-making.

   • Identify what resonates with you (e.g., quality, trust, status, innovation, customer service).

4. Brand Promise

   • Check if your brand has a stated brand promise (not the tagline).

   • If yes, summarize it. Example: Apple’s promise centers on innovation and user-friendly technology.

   • If not, pick a brand promise from another company and compare.

5. Emotional Connection

   • Reflect on whether you feel emotionally connected to the brand.

   • Discuss trust, loyalty, pride, or satisfaction. (E.g., “I trust Apple because its devices are reliable and secure.”)

6. Top-of-Mind Awareness

   • Explain if this brand comes to your mind first when making a purchase.

   • Provide an example (e.g., “Whenever I think of online shopping, Amazon is the first brand that comes to mind.”).

7. Conclusion (2–3 sentences)

   • Summarize how the brand impacts your choices.

   • End with a reflection on why brand awareness matters to consumers like you.

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