
I’m not a ‘Brand’ follower.
I don’t see myself as ‘associating’ with any particular brand, especially luxury brands. Just because I might admire certain brands, or specific branded products, doesn’t mean that I associate or connect with them in a moral, sentimental, or image enhancing way. I also don’t believe in brand loyalty in an exclusive sense as most brands are run by big corporations who don’t care about their customers as much as making a fat profit. Brands, brand quality, price and customer service standards are constantly changing so I am unlikely to provide un-wavering loyalty to any.
Brands as a status symbol
So many people these days define themselves by the brands they use, whether clothes, IT, food and drink, cars, etc. I find people’s obsessive brand loyalty e.g. Apple i-products, BMW, Nike, Starbucks, etc. quite staggering. Yes, they may be satisfied with their brand experience but such loyalty is often the result of slick marketing and the desire to promote their own image and identity rather the excellence and value for money of the brand.
Wearing a luxury brand or using a particular tech gadget can make a statement about who we are. They have become a way for us to express our identity and show our status. I know people who go for brands which they can’t really afford due to peer pressure and the need to impress. I’m at a loss how students can afford i-phones. I struggle to understand why even well-off people would spend several £1000s on wrist watches or £100s on perfume.
I’m lost when people talk about luxury brands. I’m especially clueless on fashion brands. If someone was dressed in designer clothes, draped in luxury accessories (watches, jewellery, glasses and the like) and smelling of exotic perfume or cologne, I would not probably not recognise those brands. I’m not too good on recognising brand logos either so badging wont help. And if I read ‘Rolex’ on a someone’s watch face, I would probably assume it was a fake (so many out there). So, luxury brands are lost on me.
I don’t understand people’s unwavering loyalty to Brands
I do understand why, in this complicated and uncertain world why people look to recognised top brands to make the shopping or business experience more certain, and risk free even though it will probably cost them more. Its easier to go with brands that are predictable and have an appeal shared by other people. But I am amazed by how many people seem so impressed by a brand (because they see it as stylish, prestigious, innovative, dependable) that they feel the need to become ambassadors. And in this era of social networking they feel they must share their experience on-line and promote the brand. I think this is often because they are they really trying to promote themselves and establish an identity for themselves.
I don’t feel the need to engage with Brands
The brands themselves pester us for endorsement by wanting us to follow them on social media, review them and engage with their customers. A clever promotion strategy by the brand, but for me, a waste of my time and energy. If I am not satisfied with the brand, I will complain or ask for my money back. Posting a good review may make someone else’s purchasing decision easier and more informed but I really can’t be bothered.
‘Influencers’ make a good living promoting products by feigning their admiration for certain brands and convincing people they are cool, trendy and prestigious. To their audience, it is exciting and engaging, but for me, it is just another form of advertising. And since I don’t do Instagram, TikTok, Twitter or Facebook, I’m oblivious. Of course I am influenced by some advertising (aren’t we all?) but whatever branded product I consider, I’m less focussed on the ‘branding’ and more on whether it does the job and is worth the money.
But I do respect some Brands
So in conclusion, I don’t consider myself ‘associating’ with certain brands, especially luxury ones but I have purchased branded products or services that have given me a good experience and have been great value for money. Some even stand out. For example:
My Krups espresso coffee maker which has made me lovely coffee since 2012.
My Skoda Octavia car purchased in 2020 which has not put a foot wrong.
My Superdry shirts which have been washed hundreds of times and still look and feel good.
Cafe Nero which I think provides consistent good coffee and service.
Richer Sounds which has provided excellent service in choosing, buying and upgrading my hi-fi.
John Willie Lees and Timothy Taylors Landlord beers which have provided the fuel for many a good pub night out.
Remy Martin Champagne VSOP brandy which helps me chill-out in luxury.































