The choice of a brand reflects the values ​​that people place in a label more than in the product. As seen in the current market situation, consumers choose the brand overlooking the product regardless of the price, specifications, quality and quantity. Even if the consumer is looking for a specific product in the market, in most cases they will choose the brand they trust rather than opting for a new brand. A certain percentage of consumers have the perception that trying a new brand can make them unhappy, dissatisfied and even disloyal to their brand. For some consumers, purchasing a particular brand showcases them as different individuals to society. In building brand equity, "perception is more important than reality", that's why people choose brands for whatever they buy, even if it's a car, electronic items, clothes or even a toothbrush teeth. They choose it regardless of the high prices as they have their trust associated with the brand; even if they receive the same product at lower prices but with different labels. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay For consumers, purchasing a brand is also linked to their emotions, functional attributes and symbolic values. Each individual has a distinct set of character traits, which essentially determines the choice of brands that suit their lifestyle and taste. Some consumers think that 'buy what my parents buy or, out of simpler habit, buy the brand I bought last time'. They think that the brands used by their parents are always the best and reliable because they have known that brand for a long time. Nowadays, consumers also choose brands through advertising; they choose brands that connect with them emotionally and uplift their spirits. These feelings push them towards the brand, for example, Coca-Cola started a campaign in 2018 in India “Share a Coke”, which had labels written on their bottles and cans, like mom, dad, brother, sister, best friend etc . This campaign had a huge impact on the Indian market because every person was fascinated to buy bottles and cans with the labels and people looked for different labels every time they bought a Coca-Cola because it was directly related to them. They bought a Coke with the hashtag #bestfriend on the bottle and shared it with their friends and family tags when they were with family at parties and functions. It slowly became a trend and thanks to tags people started buying Coca-Cola rather than other brands like Thumbs-up or Pepsi and also found it as a new way to connect with people and have fun with them by sharing a Coca-Cola. Example of a local brand like Avonmore, Ireland's leading dairy brand. has grown to become the top dairy brand of choice for Irish consumers in recent years. The Irish prefer Avonmore milk and cream more than any other brand as it provides key nutrients to people of all ages and also their products are rich in vitamin D. The Irish prefer Avonmore more than other brands milks like milk Tesco, Latte Spar, Kerry-gold and a2. Since consumers are satisfied with Avonmore, they are not ready to switch to any other brand. Consumers also rely on word of mouth, both from friends and family, as it provides them with correct and true opinions about the product and also provides them with the experiences they have personally had.