How Apple and Nike have branded your brain | Your Brain on Money | Big Think

Introduction

This tutorial explores how powerful branding influences consumer identity and decision-making, using examples from brands like Apple and Nike. Understanding these concepts can help you make more informed choices about your purchases and recognize the psychological impact of branding on your behavior.

Step 1: Recognize the Influence of Branding

• Understand that brands like Apple and Nike are not just products; they represent identities and lifestyles.
• Consider the emotional connections you have with certain brands and how they shape your self-image.
• Reflect on why you might prefer one brand over another. For example, Nike may symbolize performance, while Under Armour may represent the underdog spirit.

Step 2: Analyze Your Brand Relationships

• Take note of your feelings toward various brands. Ask yourself:
  • Do you feel a sense of loyalty to any brand?
  • How do you react when someone criticizes your preferred brand?
• Recognize that a strong attachment to a brand can lead to a desire to defend it, viewing attacks on the brand as personal attacks.

Step 3: Understand Subliminal Branding Effects

• Familiarize yourself with studies that show how exposure to brand logos can influence performance and creativity. For example:
  • Participants exposed to the Apple logo performed better on creative tasks than those exposed to the IBM logo.
• Consider the implications of such findings on your own behavior and decision-making.

Step 4: Observe Your Brain's Response to Brands

• Realize that your brain reacts to brands similarly to how it reacts to people. This can manifest in two ways:
  • Positive or empathetic responses to good news about a favored brand.
  • A lack of emotional response or even reverse empathy for competing brands.
• Be aware that this emotional wiring can affect your purchasing decisions, often leading you to choose brands that resonate with your identity.

Step 5: Reflect on Your Consumer Choices

• Think critically about your spending habits:
  • Are you paying a premium for a brand simply because of its reputation?
  • How do your purchases reflect your personal values or social status?
• Aim to make purchases that align with your genuine preferences rather than succumbing to brand pressure.

Conclusion

Understanding the psychological effects of branding can empower you to make more rational purchasing decisions. By recognizing how brands influence your identity and behavior, you can navigate the marketplace more effectively. Consider taking the time to evaluate your brand relationships and their impact on your life. This awareness can help you prioritize authenticity over brand loyalty in your consumer choices.