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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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.
