> I absolutely consider how that purchase will look to other people. it's one of the primary reasons why brands have value. Wait, what? In fashion, sure, by de

> I absolutely consider how that purchase will look to other people. it's one of the primary reasons why brands have value. Wait, what? In fashion, sure, by definition - but when I'm choosing between Persil and Tide, or Coke and Pepsi, or Pizza Hut and Domino's, I'm primarily looking at how good it is at whatever I want it to do. Which one cleans better, which one tastes better? There's a certain point where many people start buying things more as social signalling than as actual useful things, but I'd disagree that the vast majority of brands could be fashion items in this way. The rest use their brands to evoke trustworthiness - "I know that this will do what I want".