Marketing strategies and branding value in consumer products

Marketing specialist Andrei Tarnovski explains why consumers often pay higher prices for established brands despite the availability of comparable, cheaper alternatives. According to Tarnovski, consumers are not just purchasing a product, but also seeking certainty, familiarity, belonging, or status. A higher price point can create an expectation of quality and social validation.

Research published in the Journal of Consumer Behaviour supports this, showing that preference for a known product increases when the brand is revealed, even at a higher price. Additionally, a NielsenIQ report from August 2026 indicates that 68% of surveyed consumers view store-owned private labels as being as good as established brands.

In the context of corporate branding, customized apparel serves as a key offline tool. For businesses, selecting the right materials involves balancing budget and durability. For instance, t-shirt weights ranging from 150-180 g/m2 are considered ideal for universal use, while weights exceeding 180 g/m2 are preferred for premium daily uniforms.