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Consumers as a 'risk reducer' Functional risk Physical risk financial risk Social risk Psychological risk Time risk Why do brands matter? - Manufacturers Identification to simplify handling or tracing Legally protecting unique features Signal of quality level to satisfied customers. Brand awareness brand awareness - brand recall performance brand recall Consumers ability to confirm prior exposure to the brand when the brand is given as a cue.
Consumers as a 'risk reducer' Functional risk Physical risk financial risk Social risk Psychological risk Time risk Why do brands matter? - Manufacturers Identification to simplify handling …