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How a Brand performs the function of a risk reducer.

How a brand performs the function of a risk reducer. A brand performs the function of a risk reducer please elaborate the understanding of this statement. A brand is an identity that includes all sorts of components; depending on the brand, A brand can be said an image where the consumer perceives a brand as representing a particular reality or A brand can be explained that it is a relationship where the consumer reflects upon him or herself through the experience of consuming a product or service. In purchasing something a consumer would like to prefer branded products they know about rather than the local and unknown products. A risks connected with the brand may involves the physical risks, functional risks, financial risks, social risks. If you have found a brand that works for you, you are probably going to stick with it because there is a risk that changing brands will bring a less satisfactory result. The new brand may not help you achieve your goal, you will have wast