That perceived quality difference of aspirational brands is caused by a halo effect. Functional differentiation is severely limited and inferior to competing on

That perceived quality difference of aspirational brands is caused by a halo effect. Functional differentiation is severely limited and inferior to competing on a sense of shared purpose which lifts brands above the competition within product category. Nike, Tesla, Starbucks all do this. https://en.m.wikipedia.org/wiki/Halo_effect https://en.m.wikipedia.org/wiki/Halo_effect