What is in a Brand Name which Appeals to the Brain?

Why do we shop? Most often, it is because we need something. Sometimes, it is simply because we see something we like and can’t resist buying it. Why do we select one product or service over another that is similar? Depending on the product, it may be because our brain likes the color or smell, the size or shape, the taste or feel. In some instances, price is a factor. But more often than not, our brain makes selections based on recognition of familiar brand names. The Nuancing Group says,”Branding is what transforms the ubiquitous into the coveted, the familiar to the specialized, the mundane to the magical.”