You have ostentation brands. And you have trust brands. They're different, but we call both the same thing, a "brand".
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An ostentation brand signals that the purchaser had sufficient money to make the purchase. This is as important in what you wear or drive, as it is in what gifts you buy for others. Louis Vuitton and Rolex are great examples.
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A trust brand allows consumers to make a purchase without research, or given two options, one with a brand and one without, the customer chooses the one with. Products that you put in your body like Colgate, Stryker Medical Devices, etc. are trust brands.
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Many brands are combinations: When you buy someone a Tiffany whatever, you want them to know that you spent good money on that, because you did. AFAIK, Tiffany does not discount, and they maintain their brand through this policy.
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At the same time, you trust that Tiffany is using real gold or silver. Many alcohols are similar. It's conspicuous consumption, but you trust the brand to not be putting Zhenka vodka in that Grey Goose bottle.
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