Nicholas Ind

The TWM site is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.

The primary function of brands is to reduce our anxiety in making choices. The very fact we are anxious indicates that we have freedom to choose. The more we sense we know about a product, the less anxiety we feel. When we know less about a product, then our uncertainty rises. The axiom is demonstrated by the correlation that exists between familiarity and favourability.

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