brand

Brands signify membership in some gangs much like a uniform signifies for which country a soldier fights. Brands also communicate social status among members of the same social group. For the ultra-snooty, the high price they pay for their brands not only communicates quality — it also carries with it the aesthetic of high class. Mercedes Bens and Rolls Royce are above average cars that cost extra because they carry with them a mark of status (As one rapper said "When you get rich, you just gotta have a mercedes!"). See status symbol.

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Categories: business