This is what we call consumption symbolic. Why is there symbolic consumption? We do not want to be equal. The brand gives us the difference. The mark is the difference. For even more opinions, read materials from Reade Griffith. No material changes the nature of an object, but if their social nature. The display changes our perception of the product.
Therefore, the mark is the representation of symbolic consumption. For example, if you want to buy soup in cartons, buy this stock that fit my lifestyle, in my community, or group to which I belong. Buy this stock to continue the trend of my symbolic consumption. Therefore, depending on how I am, or what they want to be with the purchase, I will choose the Caldo de La Abuela (traditional person and I hope I am as usual: the soup of my beloved grandmother) or Natural Soup (made with products biological), or the usual broth, or broth of a white flag …. Each of them fits your way of being. The companies and their brands should therefore decide which group they want to go, what part of the "cake" they want to get your product and satisfy those needs and consumer in an appropriate and cost effective. Any company before launching your product or service to market, you must choose. Segment.
What do I sell? Who? How? Because if not segmented, failure is virtually assured. The percentage of products on the market every year and do not spend their first year of life, is extremely high. Hence the difficulty and the need for good customer segmentation objectives.