you’d be wrong. In a great short article by Tim Manners in Reveries: Cool News of the Day, it consolidates a series of experiments conducted by Rob Nelissen and Marijn Meijers of Tilburg University. The research “examined people’s reactions to experimental stooges who were wearing clothes made by Lacoste and Tommy Hilfiger” in an attempt to determine if people judge others by the quality of the logos they wear. Time and again, the answer was yes. In fact, in a final experiment, the researchers gauged the level of trust between people who did and didn’t wear logos. The outcome? If you wear a fancy logo, you are more trustworthy.
This might be disheartening for those brands that are not seen as the highest quality or price…that is until you learn that when subjects were informed that the logoed shirt had been given to the other participant, it [the brand] lost its power to impress. Must you “earn” the brand and its associated perception?
I wonder how this may play out in a presidential candidate race. News media tout the high quality and luxury Trump brand – but if Donald Trump makes a run for The White House, will his brand continue to impress and sway?
What brands impress you? Do you perceive your favorite brands as high quality? Do you have other reasons? Tell us what you think.