When we make choices about different brands, we are choosing to create an identity. We as human have fundamental need to have a support system, whether it is religion, community or institutions. Now brands have stepped in as pillar of our identity. In marketing there is an idea that we relate to brands in the same way we relate to people. Most of us subconsciously choose brands because those brands have some kind of self-expressive value. The best thing we can do is to be aware of the influence that brands hold. It's important to always pause and ask ourselves, "Why I'm buying this product?"
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