Wait, what? Branding is an important solution to the problem of validating product quality, as it attaches consequences to selling an inferior product, and thus saves on search costs.
Yes, it's possible to waste too much money on branding, but the existence of brands, which creates incentive for consistent quality and attributes of a product, is not a bad thing in itself, even for commodity goods like flour and soap.
IIRC, one of the old problems with general/convenience stores was having to ask around about which products are good, and branding has mostly solved that.
(To answer the obvious objection: yes, regulation is another way to ensure consistent quality, but that has its ups and downs, like being slow to catch up with changing consumer preferences.)
Yes, it's possible to waste too much money on branding, but the existence of brands, which creates incentive for consistent quality and attributes of a product, is not a bad thing in itself, even for commodity goods like flour and soap.
IIRC, one of the old problems with general/convenience stores was having to ask around about which products are good, and branding has mostly solved that.
(To answer the obvious objection: yes, regulation is another way to ensure consistent quality, but that has its ups and downs, like being slow to catch up with changing consumer preferences.)