Imagine two chairs that, considering production and price, are (quasi-)identical, and that are placed next to one another in a shop. Which one would you buy and why? Once you got home you wouldn’t think about the other chair- but what if it was better? If the one you bought would break, won’t you feel sorry you didn’t buy the other one? But what if one of them would tell you right from the beginning that it is well-built, durable, smooth, a chair that relaxes you and makes you feel better, will you still feel sorry about not choosing the other one, the common, plain one? That is what branding is all about.
