Just reading a bit of research talking about how people’s brains respond differently to products (in the research the products were Coke and Pepsi).
By associating a drink with Coke or Pepsi, different parts of the brain were found to become more active.
The results suggest that Coke’s branding has been so effective that it stimulates areas within the cultural centre of the brain that overrides preferences based on things like taste.
But I think if you take a good look around you’ll see that with fashion. People buy the brands, not the clothing. The brand overrides the fashion sense.