Oftentimes I think the best way to understand something, is to stop trying to understand it. Stop trying to consider something in terms of should or shouldn’t, or your own perception of good and bad, and just observe what is.
There is power in brand identity, and perception of brand will shape how the product is viewed. It’s why companies focus so closely on marketing, because no matter how good the product is, if people have a negative association with the brand, they’re resistant to buying it. This isn’t a big deal if the people that don’t like it aren’t the target audience, but it’s a problem if the aim is growth.
There’s so many factors that influence this, but things like personal values, exclusivity, aspiration (in all ways. As some aspire to be seen as someone that would buy Louis Vuitton, there are those that aspire to be seen as someone that wouldn’t buy Louis Vuitton, for example), and identification all matter. A huge amount of this is subconscious.