Marketers have known for a long time that once people develop an affinity for a product, it is hard to change their minds. Young adults learn about brand loyalty from their parents, which gives companies a whole new generation of customers. For example, when I first moved out on my own, I pretty much used all the same service companies (car insurance, banks, etc.) and cleaning products that my family used because those were the ones I was most familiar with. Other people develop brand loyalty from different sources. Maybe your favorite baseball team plays at Minute Maid Park or SafeCo Field. When you go to shop for orange juice or insurance, those company names stick in your mind.

After I lived in Japan for a year, I came to appreciate Makita power tools. I happened to live in the city where the main Makita factory is located, so I always saw Makita signs and sales outlets everywhere I went. I never had much need for power tools when renting an apartment by myself, but now that I am married and own a home, I've found that a few basic tools are necessary to keep around for minor assembly jobs or repairs. When it came time to buy the tools, which brand do you think I chose? Makita, of course!

Since I didn't know anything about power tools prior to my first purchases a few years ago, I had to do a bit of research. I found that for a home user who plans to use the tools only once in a while, there is no substantial difference between the major brands. Milwaukee, DeWalt, Bosch, and Makita were pretty comparable in terms of quality, durability, and price. (I realize that professionals who use these tools on a daily basis have their own opinion and don't think all these brands are the same, but I'm talking about home use here.) So with all things being equal, I chose to buy Makita power tools just because the name had become "drilled" into my mind from my year in Japan.

I don't have a very big arsenal of power tools, but I am quite happy with what I do have. The Makita Cordless Drill and Flashlight combo has come in handy many times already. The drill works perfectly for home improvement projects. We've used it to when putting up some bookshelves and wall hangings, and also when we assembled an entertainment unit. The flashlight is surprisingly durable and bright, too. A great feature of the flashlight is that it has a wide base, which allows for hands-free use. We also have a Makita sander and polisher that has been good at buffing out scratches and nicks.

In the future, it is highly likely that my family's need for power tools will expand. When we have more children, we will move into a bigger home, which will in turn require us to have more tools on hand for repairs and upkeep. I'm sure we will stick with Makita through it all.