Brands and me....

Global TOP TEN brands, as reported by Milward Brown Optimor, are...


And here are some of the Top Luxury Brands....
...
I spent 11 years working in a company which focus on making consumers part with their money buying 'dreams' they wish to come true.

Aspirations and dreams sell! A person with darker skin aspires for a fairer one - hence Fair-n-Lovely skin care! Women aspiring for silky flowing hair buys one of the many shampoo brands off supermarket shelves, paying way above the cost of producing them.

Brands are 'aspirations'! Brands are 'dreams'! Brands are something which the media hype has placed them 'in your minds'! Ok, before you shoot me, of course brands represent appropriate quality and status. Each brand has its own brand promise, made of certain DNA, and bring alive certain personalities.

pictures from abdul halim, and shoes are certified originals! hehehe

Each of the brands in the picture above offers quality and no doubt self gratification to the beholder!

Why people spend their hard earned money on brands requires a full study by experts in human pyschology. Some even spend money which they can hardly afford.

Today's young executives are so vulnerable and conscious of branded luxury goods. They don't think twice about spending as high as 30 to 50 percent of their monthly salary to shop for those items.

I was at a social gathering not too long ago when a young man came and sat at a seat next to mine. He extended his legs forward, carefully lifted the helm of his jeans to expose a pair of 'Branded shoes!'. Walalala - they sure look expensive and smart. I know the young man, and I know that the shoes had to take long walks on stone pavements to find taxi stands. Well you see, the shoes belong to a young executive who has just started in his career and does not even own a car yet. But he chased his dreams .... of owning the second best thing which can carry him around, SHOES!
That observation prompted me to ask a question, but only to myself.

"Why would someone place out of proportion priority on buying luxury brands?"

My own son when asked whether he like to buy a car of 'certain made' gave an instant he reply, "No, the car is for old people!"
Such is his perception of the car. He ended up driving my 5 year old Beetle! The car is 'cool!' according to him. And of course!! - It is my car!!

His clothes are mainly from store labels. Tasteful, smart but not excessive! That to me is getting it right. At his age and earning power, boutique and brands can wait! Right now it is about basics!
"Ukur baju haruslah di badan sendiri!" which simply translates to mean, "Don't spend more than you can afford!"

Brands, especially luxury brands should not be purchased to compensate for things one 'do not have'! When I was young, I used to admire an old Towkay called uncle Chim - he would walk in and out of local banks in Kuala Lumpur wearing Pagoda singlet, Hawaian shorts, and Japanese slippers but with bags and bags of his Malaysian Ringgit!!!
That despite the fact he was wealthy enough to have built a Pagoda, danced to rumba dance on a vacation in Hawai, or to fly weekly for Sushi in Japan....
He was the brand - Towkay Uncle Chim!! When a man is himself a brand, there is Not a need to compensate anything with anything.....

Come to think of it, I wonder why my ex boss was always wearing expensive shoes, suits, and watches?? Ermmmm....'something' missing sir??