Customer behavior must be very difficult to figure out. For example, I'm someone who will not spend much on certain products, but don't mind spending a lot for others.
For example, I'm not going to spend a lot to buy milk, or paper towels. I always go for the cheapest brand because I don't think that the quality differs much. When it comes to buying computers though, I want the best and I don't mind spending a lot for it.
I have no idea how branding can be done for a consumer like me.