Sensitivity to the brand
A buyer is sensitive to brands if, all things being equal, his choice changes according to the nature of the brand, or whether the product is a brand or not, a low-price-product for example.
Saying that an individual “is sensitive to the brand” means that the brand plays a significant role in his selection process. There is a general sensitivity to brands. However, sensitivity to the brand depends largely on the product category and individual variables such as the level of interest in the product, product involvement and product experience. A person may be sensitive to brands for one product category and may not be for another one.