Psychology and marketing

Though most companies equate branding with marketing and advertising, this is not necessarily true. For Fast Moving Consumer Goods or consumer durables, the brand name is an important consideration while making a choice, but most customers will also consider the quality of the product and price, especially when they have to make repeat purchases.

Some companies become market leaders not because they have high quality products or service, but because they spend a lot of time and money to understand the psychology of their competitors. They use this knowledge to destroy the competition. The negative tactics used are extremely subtle, but are an indication of their understanding of the human mind.  

For example, if their competitor is a big company, they will not attack directly as they could face legal action. Instead, they will try to harm the customers who are usually smaller and more vulnerable to the financial damage caused.