Brands work on a number of levels. For fashion you would have the designer stuff, then the expensive mall stuff then a cheaper garment but which only features a huge logo. It's aspirational for many. The brand becomes more important than the quality. Thus it's about the spectacle rather than reality, hence why people may label all of it as bull.
Its why there are so many counterfeit stuff for fashion and accessories. My analysis doesn't work for IT or electron ics on the whole though. Except perhaps headphones?
