Reasons for Increasing Brand Consciousness

Media being the most important. Different fashion channels introduce people to the latest trends and collections of different designers. You don’t have to be rich to see the designer wear. It is everywhere on TV.

People use the internet to see the latest designer collections. There is a wide range of choices available and the prices are mostly given. People can see many different collections and choose the one that suits their pocket. Hence the media, especially the fashion and style channels are mainly responsible for increasing brand awareness.

Then there is competition. The competition among peers to outdo each other might encourage a person to flaunt expensive brands. This is especially true of the brand conscious middle class. The desire to be thought of as ‘cool’, ‘trendy’ and ‘in fashion’ might be the reason a person wears specific brands. It is also sometimes due to the desire to move up on the social ladder.There are some other reasons too. Affordability of a specific class is increasing. That class finds it more convenient to shop at an expensive branded outlet with much less customers than that at a cheap but crowded marketplace. Then there is the quality. The quality of expensive especially imported designer wear is usually very good.

Change in shopping trends in Pakistan

A decade ago M.M.Alam road had a few shops and restaurants but today it has turned into a hub of fashion and brands. HSY, Gucci, Caanchi and Lugari, Levi’s, Hajra Hayat, you name the brand and its available there. The increasing likeness and preference for particular brands can be especially seen in the purchase of clothes, accessories and perfumes. This development also depicts the change in shopping trends of people whose preference for designer clothes and accessories has increased. Although branded products are mainly the domain of the well-off, yet the awareness of different brands is increasing amongst all.

Environment plays a major role in determining the level of brand consciousness a person has. Somebody living in a posh area or studying in a high class institution is more likely to be selective in the brands he wears or uses. A BNU student was found to be more brand conscious than a PU or a GCU student. When a person’s peers wear expensive brands, he too might develop a liking for branded clothing or a complex if he cannot afford that liking. However, there are many who are completely aware of the world of brands but do not have the means to afford them, and yet are perfectly content without them.It was somewhat surprising to see that it is not mainly the youth that is brand conscious. Increasing brand consciousness can be seen in all age groups. People falling in the age bracket of 35-40 years were especially found to be brand conscious.

SHOPAHOLIC or CHASING BRANDS?

Shopping is loved by a large number of people throughout the world. Shopping for the shopaholics is an experience rather than a task. Most shoppers today are brand conscious and label-driven. They incline to buy products made by certain renowned companies. However, this phenomenon can mainly be seen among the upper and upper middle class shoppers.

Girls normally are famous for shopping. They are known by creatures who knows how to spend a lot of money on useless stuff. They highly affects the economy of the world. Girls think and dreams about spending money. If a girl is too caring it becomes a dangerous thing for the one who earns in a family.

However this "branded" craze is not among girls only. Men are also a victim of this disease. Men and women these days dressed posh to go for shopping, enters a mall and spend half of their day buying so many useless things. After wasting half of their savings they finally clear out from the malls and enters the real world (that is mostly the parking area) where they meet many needy people who asks for their help, they become world's impoverished people to help them.

 The shopaholic, brand conscious people who thinks spending half of the wealth could make them respectable, sophisticated and representative citizen without caring for the poor people that being wealthy and updated is not actually the achievement nor being the real wanna be's can make them wiser, richer and prosperous . Real achievement is to face the reality. To think different, to spend wisely and to care for needy instead of brands.

Talk & Walk in BRANDS!

Brands today had a great influence on the mind of people. They have ability to mold the thought process of people and at last they create a demand of their brand and gradually it becomes habit of consumer and then a necessity. In past years consumers had a great focus on price factor while choosing any product or item. But at present, scenario is changed. Brand consciousness is prior then price, which they consider, make them more prestigious.

Brand consciousness may be worthiness in marketing purpose but when it amalgamate with social and behavioral patterns it leads to problems like lack of confidence, disobeying to the elders, emotional imbalance etc, so brands should be used as brands, they should never been given more importance.

BRAND CONSCIOUSNESS

Due to increased social mobility, people are becoming highly brand conscious. Renowned brand labels on eatables, outfits, footwear’s, and accessories give satisfaction to the conspicuous consumers. They are becoming more self-conscious, which raise the temptation in them to follow the craze of brand race. The street trends are getting down market and latest styles tagged with brand name are dominating the market.

      A Showoff or Personal Satisfaction?

Signature in a way, may raise the confidence level. The quality, comfort and style become major motivation for getting designer stuff and it gives a great boost to personal ego.social pressure is a major factor for choosing branded things. Even some say, brand helps them to become style icon of their peer group.Stereotype shoppers today are highly brand obsessed. These snobs are mainly categorized into youth and the working class. Youth prefers or opts for brand because it gives them funky style or a chic look. Whereas working class is particular about using branded products so their personality can be enhanced and also gives them sophisticated and professional look.