Directly, you are most likely right.
However, because of adverts on tv, radio, internet, newspapers, bus stop etc. You have subconsciously become aware of that product. And when it comes to needed it (whether it be a beer, food, newspaper or bog roll) you will make a decision based on how well you know that product.
Obviously this is not the case for everything you buy, but believe me, it affects you more than you clearly realise.