The Psychological Connection between People and Brands: Why We Identify with Them on a Subconscious Level
Have you ever wondered why some people feel an almost emotional attachment to certain brands? From Apple to Nike to Coca-Cola, certain brands hold a special place in our hearts, and the reason for this is rooted in psychology and brain science.
At its core, brand identification is about solving philosophical problems that are common to all of us. Whether it’s the desire for status, the need for self-expression, or the search for meaning, brands offer a way to meet these needs in a way that is both practical and symbolic.
Studies have shown that the human brain is wired to respond to symbols and patterns, and brands provide a shorthand for these symbols and patterns. When we see a logo or a brand name, our brain instantly associates it with a set of values, emotions, and experiences. This is why the Nike “swoosh” can evoke feelings of determination and ambition, while the Apple logo can symbolize creativity and innovation.
These symbolic connections are reinforced by the way that brands present themselves in advertising and marketing. By telling compelling stories and crafting memorable images, brands are able to tap into our deepest desires and emotions, and connect with us on a deep and meaningful level.
So why do we identify with brands on a subconscious level? The answer is simple: brands offer a solution to the philosophical problems that are inherent to being human. Whether it’s the need for social status, the desire for self-expression, or the search for meaning, brands provide a way to meet these needs in a way that is both practical and symbolic.
And this is why people often feel a strong emotional connection to certain brands. They have become part of our identity, representing who we are and what we stand for. Whether it’s the thrill of owning the latest iPhone, the satisfaction of wearing a pair of Nike sneakers, or the sense of belonging that comes from drinking a Coke, brands have become an integral part of our lives.
If you want to understand why people identify with brands at a subconscious level, look no further than the world of brain science and psychology. By tapping into our deepest desires and emotions, brands are able to connect with us on a deep and meaningful level, and in the process, they become a part of who we are.
Sources:
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Naaman, M., & Ye, Y. (2010). How social media amplify branding messages. Marketing Letters, 21(3), 281-291.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305-313.