Comment by lucianbr
There must be some other ostensible purpose for a brand than "to make money". People who would buy the hypothetical Disney phone would have other reasons than "to give Disney money". Nobody has that as a goal when buying stuff.
There must be some other ostensible purpose for a brand than "to make money". People who would buy the hypothetical Disney phone would have other reasons than "to give Disney money". Nobody has that as a goal when buying stuff.
The goal of the brand owners is to make money, for the customer the value should be a certain reputation of quality. But as long as customers don’t notice or punish it, it’s advantageous to sell out your brand to make more money (from the perspective of the brand owner)
People form subconscious connections to a brand. You are more likely to buy a Disney phone for your kid if it gives you a warm feeling because you remember how much fun it was to watch Lion King with your kid. That might not be the deciding factor, but if it's functionally identical to the other other phones it might make the difference.