The choice of a brand reflects the values ​​that people place more on a label than on the product. As the current market situation shows, consumers opt for the brand and neglect the product, regardless of the price, specifications, qualities and quantity. Even if the consumer is looking for a specific product in the market, they will usually opt for the brand they trust rather than a new brand. Some percent of consumers feel that trying a new brand may make them unhappy or dissatisfied, or even disloyal to their brand. For some consumers, purchasing a particular brand presents them as a different individual from society. In building brand value, “perception is more important than reality,” which is why people choose brands for everything they buy, even if it’s a car , electronic items, clothing or even a toothbrush. They choose it regardless of the high prices because they have their trust associated with the brand; even if they get the same product at cheaper prices but with different labels. Say no to plagiarism. Get a Tailored Essay on “Why Violent Video Games Should Not Be Banned”?Get an Original EssayFor consumers, purchasing a brand is also linked to their emotions, functional attributes and symbolic values. Every individual has a distinct set of character traits, which essentially determine their choice of brands to suit their lifestyle and tastes. Some consumers think that "I buy what my parents buy or the simplest habit is buying the brand I bought last time." They think that the brands used by their parents are always the best and trustworthy because they have known that brand for quite a long time. Nowadays, consumers also choose brands through advertising; they choose brands that touch them emotionally and uplift their spirits. These feelings push them towards the brand, for example, Coca-Cola launched a campaign in India in 2018 “Share a Coke”, which had labels written on their bottles and cans, like mom, dad, brother, sister, best friend , etc. This campaign had a huge impact on the Indian market as everyone was fascinated to buy bottles and cans with labels, and people looked for different labels every time they bought a Coca-Cola, because they were directly linked to them. They used to buy a coke with #bestfriend on the bottle and share it with their friends and family tags when they were with their family at parties and functions. It became a trend slowly and because of the tags, people started buying Coca-Cola over others. brands like Thumbs-up or Pepsi and they also found a new way to connect with people and have a good time with them while sharing a Coca-Cola. Example of a local brand like Avonmore, Ireland's leading dairy brand - It has become the most popular dairy brand among Irish consumers in recent years. Irish people prefer Avonmore milk and cream over any other brand because they provide essential nutrients to people of all ages and their products are also rich in vitamin D. Irish people prefer Avonmore over other brand milks like Tesco milk, Spar milk, Kerry-gold and a2. As consumers are satisfied with Avonmore, they are not ready to switch to another brand. Consumers also use word of mouth, which..