Branding the Individual

It has not been long since people have started to consume goods not only because of their functions, but for the emotional and social meanings that are embodied in those particular objects. 'Personal Identity' is the most common and understandable reason for consuming a certain product. We mix and match certain goods to create a sense of self. 'I only wear pants from such and such place, I use only Old Spice products, I only shop for groceries at this supermarket.' The word "I" in these statements reinforces the idea that the consumer is 'a unique individual.' This creates a form of identity for the individual that are characterized by all the goods that he or she consumes. This gives way to a deeper understanding to why people spend outrageous sums of money for a pair of Guess Jeans, for example.

This was Jane Pavitt's main point in "Branding the individual." By identifying themselves with a particular brand, consumers gain a sense of belonging to a particular social group. "In this way, brands are used as means of expressing personal identity and identifying with a collective taste." People gain a sense of belonging and uniqueness by associating themselves with certain brands or styles.

Thorstein Veblen states that "Investing in the construction of one's social self by consuming was a way for people to announce their membership of the bourgeoisie." It is very true that people use fashion as a mean of demonstrating their wealth and high social stature. People identify themselves and regulate their lives with certain brands as a way of placing themselves in society. Although the products that we buy are produced in mass quantity and therefore consumed by thousands of others besides us, we still feel a sense of individuality by customizing and mixing and matching the goods that we buy. Everyone is then able to associate themselves with a social group, or create their own lifestyle and taste. If the motives of consumption is to create or stabilize one's identity then people are 'rational' in what they buy no matter how absurd the 'price to quality' ratio may seem.