"Including the measures of people who both couldn't identify Tory Burch, and have never shopped for clothes at Walmart. That's how branding works." If someone

"Including the measures of people who both couldn't identify Tory Burch, and have never shopped for clothes at Walmart. That's how branding works." If someone sees the value in something, never having heard of the brand, then that's not 'branding' - it's the opposite, it'd seem there's a universal appeal of Birch beyond what Wallmart provides that is not derived from brand. + Starbucks didn't wipe out 'coffee' - coffee was a total commodity and there were no 'varieties'. It was just called 'coffee' by everyone. Moreover, Starbucks spread Italian style coffee: Cappuccino, Late, Espresso - without that, there'd be no Starbucks.