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Consumers often choose specific brands like Coke, Tylenol, and Levis over others, despite the products being essentially the same. An economist questions how rational consumers would pay more for identical items. A study at Duke University showed that being subliminally exposed to the Apple logo improved performance on creative tasks compared to the IBM logo. Brands like Apple create narratives that influence consumer behavior long after the purchase, demonstrating the immense power of branding.
