Fashion is but the extreme end, where 90% or more of the value is created by the branding and designer cachet, but it goes all the way to much more prosaic item

Fashion is but the extreme end, where 90% or more of the value is created by the branding and designer cachet, but it goes all the way to much more prosaic items, like washing machines (Miele) and DIY tools (Makita), where the brand is acting much more as protection for a promise of quality, yet the branding still has pose value - showing off your middle class credentials when someone is visiting your house or borrowing your tools. I don't think there's any real cut-off point where you get to say it's an abuse, because value is whatever we humans think is valuable, whether that's high quality or socially desirable.