After understanding the 3 aspect of branding, I concluded that if a company/ brand have a really good branding, they would definitely be able to sell their product to the consumer. Which I think Luxury brands have done really well in this aspect.
Think about it, majority of the luxury brand have an easily recognizable logo. Besides, the colour (black,silver and gold) are widely use in luxury brand, which in return matches their brand value since the colours represent high-end or luxurious.
Moreover, their packaging not only focus on the aesthetic but the whole experience. For example, if you look at luxury brand packaging their's usually come in boxes, so when the customer open it up it mimics the feeling of opening a gift which excites the customer. Let's not forget, about the quality of the packaging since it also play an important role.
So, to answer the question
"What turn us into buying machine?"
I would say a good branding is the reason why.
A branding could be so good up to the point that consumer purchase an item not because of the product, but the brand. From my opinion, this is a very unhealthy way of consumption, since they're not buying a product because of it's usage but just for sake of the brand. Which in return creates a huge problem in sustainable consumption.
To back up my points:
Luxury brands are also aware of their customer purchase behavior, so very random product from the brand could also be seen in the market. For example, the supreme brick which the brand sold it for $30 each, are sold out within minutes.(Pursell, n.d.) Which further proof that consumer buy it for the brand not the product.
There are more ridiculous products shown on this website, check it out if you would like to!!
Besides, based on a survey by global web index the amount of customers prefer having the logo or branding on the products are quite high. I believed this two articles are able to proof my point that brands with a good branding could get away with selling anything because they know people will still buy it for the brand.
The survey on luxury market by global web index:
Feedback from tutorial:
- The concept is fine
- Maybe research more on the psychology of why people buy branded items to help me further develop my idea.
citations:
Pursell, R., n.d.Skate Brand Supreme Sells Clay Bricks For $30, Internet Takes The Bait. [online] Men's Journal. Available at: <https://www.mensjournal.com/adventure/skate-brand-supreme-sells-clay-bricks-for-30-internet-goes-wild/> [Accessed 10 May 2020].
Revelist.com. 2020.16 Ridiculous Designer Products That Will Make You Laugh, Then Cry. [online] Available at: <https://www.revelist.com/style-trends/ridiculous-products/8300> [Accessed 10 May 2020].
Buckle, C. and Buckle, C., 2019.The Luxury Market In 2019: Consumer Trends And Behaviors. [online] GlobalWebIndex Blog. Available at: <https://blog.globalwebindex.com/chart-of-the-week/luxury-market-2019/> [Accessed 10 May 2020].
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