Why is popular culture obsessed with brand names? There is a magnetic force attracting us towards quality, which the brand name guarantees … or so we think. It would be naive to ignore outside influences, constantly feeding us with information and clouding our true opinions. Let’s get to the bottom of this once and for all. 

There’s something about those iconic details that turn everyday items into must-haves. The infamous Louis Vuitton ‘LV’ pattern and Nike swoosh are irresistible. From the vintage Dr. Martens’ trim of yellow stitching to the Jansport patch found on nearly every high schooler’s backpack, it feels like what’s “in” is everywhere. The psychological need to belong, whether we want to or not, holds true. We are innately scared of “unbelonging.”

“The logo makes it cuter. It adds a little something extra,” senior Peige Jones shared with the Talon.

The things we adore so much may not come from a place of materialism, but rather manipulation exerted by businesses on consumers. Experts are aware of human likes and dislikes, so products are created which subtly bring us a sense of satisfaction and end up seeming favorable. Labels become a trap as we automatically associate well-known brands with the “essence of good.” 

Forbes claims “a good brand is an exterior pathway out of an interior crisis.” Some people buy specific brands simply to keep up with their image, whether personal or professional. We are so attracted to brand names because they fulfill an emotional desire and in a way, represent the formation of an identity. 

Regardless of whether you’re a trend-lover, a trend-setter, a trend-hater or oblivious to it all, many of us are guilty of reaching for what seems nicer when shopping, making assumptions about quality based on the popularity of brand names. Visual or auditory stimuli can play into the illusory truth effect, encouraging us to believe things to be true based on repetition and frequency of information. The more Dr. Martens boots you see, the more likely you are to believe they are worth the price and of great quality, yet there is no hard truth behind that belief beyond personal observation. It is merely a mind game. 

So, how do we combat this? Research! Like many things, do not trust word of mouth — popularity does not ensure excellence. To avoid falling into the trap of brands and aesthetics, we urge you to pay attention. To be a smarter consumer, look at the composition of items before purchasing. Perhaps the politics of companies will spark your interest; do your values align with theirs? Take advantage of information like “reviews from other users and experts online.” Brand loyalty is a slippery slope, so take caution.