From the buyer’s perspective, the brand is both a shortcut and an insurance policy. It assures them that they can expect certain qualities from a product or service and it frees them from doing much (or any) investigation themselves. This is why people in a hurry are more likely to choose brands they know. While this is true for low-ticket items, it’s surprisingly true for high ticket items as well---especially if those items are complex. Badgered on all sides to make a purc