I also think there's different degrees of brand whore-ism. Like Dino alluded, there are those that will buy from Brand X because it's Brand X and everyone will know it's from Brand X. Then there are those that choose to spend their money on quality items, and yes they come from Brand X, but they buy them because they have good experience with that brand, believe in the quality/craftsmanship and style and thus decide to patronize that brand. Oh and they also get a great quality item (clothing, watch, car). Being from a prestigious brand is a plus in this case. I think we agree we mostly fall into the latter, no?
Frills - Love the point/point analysis. I would be curious to see what the actual numbers are, and more importantly what GS main marketing strategy is. I doubt it's to sell a huge volume in every available market where Mimo is vacationing
I certainly fall into the latter category. The whole "brand appeal" thing is endogenous anyway. Brand affects pricing, but the sum total of experiences with a manufacturer's offering - past history, resale value, mystique, pricing patterns, aesthetics, quality, feedback from users and repeat customers, innovation - affects how the brand will do in the future and how much it can charge without pricing itself out of the market. In the absence of perfect information about a specific product, imperfect buyers like us humans will tend to rely on things like brands and prices to convey quality, reliability, and overall desirability. Just like how the pedigree of one's school affects your chances in the job market, at least before you rack up a good reputation in the actual workplace.
And even a "good reputation" is, in a very real sense, just another way of saying "good brand' - negative perceptions about "brand" and "marketing" aside.