Brands and Image

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Generally speaking, America's consumers are all walking advertisements when it comes to personal items. When the air is crisp, we sport North Face jackets, fleeces, and pullovers. When wet snowflakes flutter to the ground, we submerge our cold feet into warm, sheepskin Uggs. When the sun beams down on our sensitive skin, we shield our face with a Vineyard Vines hat. Yet, ironically, we're not even being paid for the free ad... No, no.. Instead, we're transitively paying the brand to advertise for them by wearing their clothing. Well, that seems a little backwards, right? In that case, I'll be taking all the money you owe me for the free advertising over the years in cash now, please.  ...Haha, only in a perfect world.

However, the real question here is- Why do we feel the need to sport these brands? Do people realize that they're associating themselves with a particular, distinguished image by wearing a certain brand or logo? Will anyone ever admit to buying an Apple product for the reputation and social image they gain for being the owner of an Apple product? Well, I have a few ideas and thoughts on the first two questions asked; however, the odds of the latter happening are not looking too promising.

In my opinion, I feel as though most consumers are undoubtedly aware of the association between perceived image and brand exhibition. Some even go so far as only buying certain brands that represent a specific, identifiable culture and style of living in order to be recognized as the type of person who leads the same lifestyle. In other words, I am talking about branded personhood, how a brand defines who we are.

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As a matter of fact, one of my closest friends makes for the perfect example. Her wardrobe primarily consists of Vineyard Vines, J. Crew, and Ralph Lauren. Hardly does she ever venture out of the aforementioned brands. If given one word to describe the brands, both individually or as a collective whole, it would easily be "preppy." All of these brand names give off a distinct country club vibe, representing exclusivity, wealth, and sophistication. It's true that my friend does not belong to any sort of country club, yet she seems to be completely infatuated with this "preppy" lifestyle of summer houses on Nantucket, beach walks with black labradors, and dinner at yacht clubs. Therefore, in order to be perceived as being "preppy," she buys brands, like Vineyard Vines and Lily Pulitzer, that most associate with this cultural lifestyle. In this situation, which I think also holds true for most others, my friend is most definitely aware of the association between perceived image and brand exhibition as she employs the brands as indicators of personhood.