People value quality and have always valued high-end products since antiquity. This love of luxury fueled trade in ancient times and allowed the development of well-established trade routes like the famous "silk road" that carried the wonders of the East to the West and vice-versa. In our modern times, certain brands command the market and have ability to promote through ads on various media and social media outlets, thereby cementing their status as the go-to brands. Brands have also spent countless resources to forge a specific identity; that's why for example "H&M" appeals to the youth with its casual clothing, whereas "Dior" or "Gucci" target the wealthy and capable clientele.