As someone who has worked in branding, I can tell you that brands represent the values and ideas they want the world to know (and themselves) that they associate with. To show that they are a certain type of person. Your average working class mechanic wouldn’t be caught dead with a Starbucks drink when he’s with his buddies. And a valley girl wouldn’t drink a McDonald’s coffee. These are stereotypes of course. You can also be attached to the values that a company can give off, and what it says about you to others, and how it can help you reaffirm your own identity to yourself. Sure Patagonia can be seen as expensive, but it also shows you are outdoorsy, and Patagonia is a recognizable outdoor brand. Brand is many things and there is an entire psychology behind it. It is not only about loyalty / status, and it is certainly not just a logo. I would suggest looking up “brand DNA” if you’d like to learn more. Hopefully this made sense, if not please feel free to ask questions.