Why consumers place religious trust in a brand that does not exist
You might enter Costco for essentials and leave with a kayak, but most shoppers find a familiar name on their haul: Kirkland Signature. This video explores the deep, almost religious level of consumer trust placed in Costco's ubiquitous private label.
Kirkland Signature serves as the backbone of the Costco shopping experience, appearing on everything from pantry staples like ten-pound bags of quinoa to large outdoor goods. The brand has cultivated a level of consumer loyalty that some might describe as deeper than trust in one's own relatives.
Source: The Fake Brand That Made Costco Billions
