People do not just buy what a product does. They buy who it lets them become — or be seen as.
Brands as identity tools
A brand is a way to signal who you are. Choosing it is a statement about values, taste and belonging.
People pay for the version of themselves a brand reflects.
Why this drives premium
When a brand expresses identity, price becomes secondary. The customer is investing in self-image, not just function.
This is the foundation of status and lifestyle brands.
What it means for business
To build this, a brand needs a clear character and values people want to associate with. Generic brands cannot offer identity.
Meaning and consistency are what make a brand worth identifying with.