Aspiration is a large part of advertising. It's not just that you won't go out but that Mercades, most of us never will be able to afford one, but we all know i

Aspiration is a large part of advertising. It's not just that you won't go out but that Mercades, most of us never will be able to afford one, but we all know its a luxurious product, a sign of wealth and 'doing well'. That's in large part because of the brand image, if you bought the same car with a Ford badge would they be able to charge as much?