In the old days, consumers would find a brand that did what it promised: perhaps Tide detergent to erase grass stains, Bounty paper towels to wipe up spills, or Frosted Flakes to start the school day right. In the absence of a particular brand failing or a dramatic price disparity from a branded competitor, consumers would continue to purchase the same brands week after week, month after month, year after year. In the busy, sometimes overwhelming lives of primary grocery shoppers, a brand earned its place in the pantry or laundry room or refrigerator, and consumer packaged goods manufacturers were rewarded with consistent purchase.
References include:
forbes.com