brand

Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind (see positioning). Thus brands help harried consumers in crowded and complex marketplace, by standing for certain benefits and value. Legal name for a brand is trademark and, when it identifies or represents a firm, it is called a brand name. See also corporate identity.

There is something inevitable to me about "positional" goods. Once you've provided for your basic needs, you start to march up the consumption curve and it is often the more traditional brands that attract the consumer as he reaches a new position in life. The more you prosper, the more narrow the universe of items through which you can express your prosperity.