Why branded cosmetic products have more importance in customer's mind then non-branded products?

plz what i make a literature review on this topic, "why branded cosmetic products have more importance in customer's mind then non-branded products". plz help me out, to solve my problem.... urgently

Why branded cosmetic products have more importance in customer's mind then non-branded products?
Consumers trust branded products.





Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization’s most valuable assets.





Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme. The art of creating and maintaining a brand is called brand management. wikped
Reply:Brand is a shortcut in the buyers mind. For example, Mrs. Smith is browsing the allays of the store and she is looking for a shampoo - she passes by the rack with shampoos and alongside the many names there are one, two or three that stuck out. Mrs. Smith already has heard about those brands and she has some association between the name and the qualities of that brand. Instead of reading the labels and description of each product she just grabs the one that has most positive value in her mind. She ends up buying the FamousBrand product... unless she is price conscious consumer or doesn't care and her first and most important criteria is price - then she buys the cheapest one as she thinks all are the same. The truth is that brand products are priced higher compared to non-brand. When it comes to cosmetics, where it is tough to evaluate the actually quality of a product brand is even more important. How for example is possible to evaluate the wrinkle smoothing effect of a particular creme?! - almost impossible - and the buyer ends up buying the product that s/he believes can do this. The keyword is 'believe' - and that's what brand is all about.