A brand delivers value to the consumers and also the company. A product can be evaluated in three ways. The first one is one by observing physical qualities before purchase. For example when you are going to buy socks from Sainsbury, you have many options available, in such cases the branding will be quite weak because the purchase decision will be made on the basis of product quality perceived by observing it before the purchase. The second one is the quality experienced after purchase. A test drive of a car before purchase is an example of such cases. The third way of evaluating the products is when the consumer has to rely on faith. For example while buying Rolex, a consumer has no clue about the product quality but due to strong branding he is willing to pay a large sum of money.
一个品牌提供价值，消费者和公司。产品可以在三个方面评价。第一个是一个通过观察身体素质在购买之前。例如，当你要从Sainsbury买袜子，你有很多可供选择，在这种情况下，品牌将是相当薄弱，因为购买决策将对产品质量通过观察它在购物知觉的基础上。第二个是经历了采购的质量。一个在购买之前是这样的情况下，一个汽车试驾。评价产品的第三种方式是当消费者必须依靠信仰。例如，买劳力士，消费者有没有线索关于产品质量，但由于强大的品牌，他愿意支付一大笔钱。
