Most people buy high valued premium or luxury branded products, mainly for their Ego satisfaction and for a psychological need of association with rich community! Apart from this, I don’t find a deep difference in quality parameters of any premium branded product and a second level branded product of the same category.
In simple terms, if you buy a particular brand of shirt or mobile or computer or shoes, which are already owned by the rich, you get a feeling that you belong to that group.
You may even know some filthy rich man who keeps telling people that his shoes are worth 3000 dollars and his shirt is 700 dollars!
Now, listening to his narration, some “not so rich” guys too end up buying the same or at least something near to it, imagining that it will give them also the same prestige!
Well, is that what we can call as "Brand Value" ? or is it the "Money Value" giving that ? If so, my question is how much is the premium we pay for that?!
See the example of Apple iphone . Of course , it costs much above the ordinary smart phone and most people buy it ONLY for the prestige factor. I wonder ,how many of the iphone users are actually using its facilities fully!
And yes, it actually feels funny, when the "not so rich" carry an iphone with them and keep swiping the screen .. And i also feel funny when the filthy rich carry them..and asking somebody else to operate it !!
One funny incident happened recently. A friend of mine who was trying to sell some premium product narrated it. He used to meet rich men/women to market their product and used to carry a normal laptop. It seems, he was not even allowed to meet a particular rich lady , who is also an actor , when he went with his laptop. a few days later, he somehow managed to get a friend's Apple iPad and went to meet this same lady..and he could sell his product!! The product which was being sold is the same ...and the man who went to sell is the same... the only difference was the ipad!! What does that mean??
CeeVee ( Nov 2013)
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