Why we pay more for brands even when cheaper products can be just as good. A marketing specialist's explanation

Quoted on what the price and the brand actually carry: people «do not buy only products — they also buy certainty, familiarity, belonging or status», the premium creates its own expectation, and in many categories the brand buys «the peace of mind of having made a good choice» — with the reminder that a product twice as expensive is not automatically twice as good.