The Power of Brand

Sometimes, when my international friends ask me why the foreign tourists have” invaded” the Bran or Dracula Castle which is the fake Dracula’s castle instead of visiting the Poenari fortress, the authentic Dracula sightseeing, I have all the time the same answer: “The Power of brand!”

It is unanimously accepted that a powerful brand should provide a full sensory and emotional experience to the customers; consequently, between the famous brands and their clients emerge a lifelong relationship often similar with that which exists between two lovers; apparently, they cannot live one without other!

See below a real example...

Germany, 2007 – Meeting with Sabine, my German friend for a shopping session like “girls”.
She is a young researcher in the geography field, a clever and career-oriented person, but also interested in latest fashion trends.

Sabine was willing to offer herself a present for her next day party and following the Marilyn Monroe’s recommendation, “diamonds are the girl’s best friend “, we decided that a nice jewel could be the most suitable gift in such a context...

So full of enthusiasm we explored the “Ali Baba cave”, the jewels big shop full with different types of jewels necklaces, pendants, earrings, bracelets, beads from different materials: gold, sterling silver, gold & silver plated, precious and semiprecious stones, Murano, Swarovski, crystal, wood, steel...

But what I enjoyed mostly, were some sets of handmade jewels realized by the artisans from South America (Peru and Mexico) and Africa inspired by folk art of their countries; in my opinion, every of those jeweleries was a unique piece. Therefore I strongly advised Sabine to purchase such authentic jewels which certainly they would have made her the holder of a unique piece. Moreover, buying such products she could support the artisans from the developing countries.

Surprisingly, Sabine rejected my suggestion with a polite smile, announcing me that she made her mind: her choice was a necklace from...metal (not silver, not gold, not wood or crystal), very similar as a design with the dogs’ chains (sorry, doggie!.OK, I forgot to mention that the “marvelous jewel” purchased by Sabine it has had the brand inscription engraved among the necklace’s hauberks. Therefore, my first reaction was to ask Sabine: “Do you buy this necklace only for its brand? It’s not even from a genuine material and I saw it at so many other women. ” In reality, I preferred to preserve my thoughts and I respected her option despite of the fact that I dislike “the uniforms”. Suddenly I understood better my friend’s personality after I had a short look at her bag and sandals both belonging to the same brand like her purchased necklace. So the things were clear for me: that brand was part of Sabine’s identity!

In conclusion, what do you think about the nowadays “brand addiction”? Is this the new “religion” of XXI century?