The discussions about eurochic have reignited in me a curiosity about why people wear (carry, drive) items that flaunt the brand. Clearly many people enjoy associating themselves with desirable brands, otherwise top brands wouldn't be so popular (and expensive)! What is your preference? And, why?

For my part, I find myself really resisting wearing anything that proclaims its logo. Superficially, I don't like "being a walking advertisement." On another level, my independent streak resists any form of label. And I'm sure there are deeper subconscious levels that are hidden to me.

(This resistance on my part is occasionally quite irrational, for example, refusing to buy an iPhone even if it makes sense for my needs and lifestyle.)

Your thoughts?