Everybody repeat after me … 'We are all individuals.'
In America wearing a Miami Dolphins sweater or a Green Bay Packers T-shirt makes a statement. In the UK the teams have very different names like Arsenal, Newcastle or Manchester United while in Australia, the teams that fans identify with have names like Collingwood, Sydney Swans or Brisbane Lions. Such names are brand symbols. Wearing them lets us, as individuals, make a statement about our association and our identification with that team.
Similarly, when we choose to consume a Perrier or a Pepsi or pull on a pair of Calvins or Levis, whether we are aware of it or not, we can be making a statement about ourselves, though in a much more subtle way. In the brands that we choose, our consumption behavior goes beyond the simple 'quenching of thirst' or selecting of 'something to wear'. Football supporters don't wear the team cap and sweater just to keep them warm and nor do people wear designer clothes simply for that reason. There is much more to it. Our choice of brands can become an expression of self identity.
Figure 7.1:Michael Schumacher
We have become accustomed to celebrities such as Paris Hilton, Tiger Woods, Charlize Theron, Brad Pitt, David Beckham and the like being