James E. Marrisette Jr.

Branding provides a built-in customer base. When a product or service transitions into a brand, it becomes highly recognizable and competes in a narrower field of other brands. Brand Name simplifies the buying process for the consumer. Once consumers are sold on a particular Brand Name, they typically will choose this brand even when given other options.

Name Brands are quickly recognized by customers through effective marketing, packaging, and promotion. They are often perceived as better in many ways. But are they better really?

Last month I developed a runny nose and sore throat. The temperature outside was beginning to get colder so I was certain I was coming down with a cold. I went to my local CVS to get my usual DayQuil, NyQuil and some relief for my symptoms. CVS has a store brand right next to the DayQuil and NyQuil. The store brand did not have a flashy package and I don't even remember the exact name.

I thought about it and realized why I came looking for DayQuil and NyQuil. (We all know the slogan so I won't say it.) I've seen that commercial probably hundreds of times with the catchy slogan. The brand name cost twice as much as the store brand. I was curious to see why.

I turned the package around to compare the ingredients. And behold! They contained the exact same ingredients and percentage of ingredients including the active ingredient Acetaminophen. And for half the price! Often Name Brands manufacture these store brands for the retailers! And consumers don’t know. Needless to say, I bought the store brand in this case. Brand names are not always better, they just have better marketing.

How do you feel about store brand medications?

Photograph Credit:
Sabrina Segal