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Some people pay big bucks for a designer handbag or a luxury car—and the distinctive logo that goes along with them. Now scientists have learned that other people pay even more to leave the logo behind. The findings appear in the Journal of Marketing.
High-end goods are often ___1___ labeled. After all, if you spend all that money on a status symbol, you wanna make sure that other folks recognize your good taste, even at a distance. But researchers surveying California consumers found that people who are seriously well-off are willing to pay a ___2___ for items whose branding is more ___3___.
These patricians don’t need ___4___ symbols to advertise their wealth. Status seekers, on the other hand, are drawn to more obvious logos. These designer items let the less affluent know that they’ve been outclassed. The irony is that the logos mostly serve to ___5___ the patricians that the owner is not one of them. And then there are the posers who buy flashy counterfeit items that for the most part don’t fool anyone.
The lesson for marketers: when it comes to branding, less may be more. And you can charge a higher price for it, too.