Originally Posted by Snake Vargas

Is any market able to judge a product on its own merits?

Only real car enthusiasts would really care or know that the Phaeton is a decent car, and is more or less an A8 under the skin, for what that's worth. For most people, the badge is as integral a part of the car as anything else.

I came to a similar conclusion when trying to decide whether it's acceptable to like a car because of its looks, what is sort another 'shallow' or 'surface' property of the car, along with brand - it's a real part of the car itself. The function of the car isn't just to drive, provide transport, etc., but also to be aesthetically pleasing. It's like an artwork on wheels - the aesthetic aspect is very important to many people. Similarly, to some people, the badge and brand aspect is as much a part of the car as anything else. Why drive a VW when you can drive a Mercedes or BMW?

Maybe I can compare it with people who wear Nike, etc. brand t-shirts, or even 'designer' t-shirts - are they perceptibly any better than some cheaper, no-brand t-shirts? But people all do it. It's rarely ever about the product or value proposition in itself.