Response to: Branding the Individual

*Labels, Marketing, Brands, and Social relations are all described in this article.
*We are what we wear, what we eat, what we drive--everything we buy, own, have a special taste in is what makes us an individual.
*We associate the brands of consumer goods to the type of person we are : for example, if we buy brand name clothes, the most expensive cars, spend money and time like its nothing-does that make you who you truly are?
*It's almost becoming a part of how we look at ourselves to automatically think the brand names are what makes us a more socially accepted person..but to what social class? I thought all that was over..
*There are different terms of shopping. One type of shopping is for leisure; the other as an obligation; and the other that involve time and decisions.
*Whether we select or reject brands can also be part of the process of defining our lifestyle and presenting an identity.
*The big issue of clothes :
-one popular theme that caused some humor was selecting the type of clothes to wear when you are growing  up. There comes a time when parents don't dress you anymore. Now, you want to wear what the cool kids are wearing. Often this means popular name brand clothes, and a certain style that everyone follows. But this is no longer making you an individual, it is forming your personality around a trend.
*Society revolves around consumer goods being advertised as the best option for a lifestyle thanks to televesion- one commentator feels.
*The way shopping is characterising the female race was actually right on point. A lot of women go for the most expensive brands in cosmetics and other accessories, But then there are the types of women who look for special discounts, always have coupons and are really smart shoppers.
*Many people who may not have found their true style are still surfing upon labels and whats popular in order to define who they are.
*Another comical point was many people search for bargains especially on designer label stuff; they dont feel bad buying it, but they definitely don't want people to know it was fake or bought on discount...if you buy immitation or discounted items..does that make you less of a person? How does that define your personality in a negative way?
*We are not buying things because of their Functions, we are buying them because they hold social meanings.
*A lot of purchases are not made because we need the item, or if the item functions towards a necessity. we buy because we like it, because it's what is "in" or because it would look cute with a pair of shoes you have.  We are "longing" for an item and that is one of the hallmarks of modern consumerism and identity.
*What we posses is what builds our identiy; what you own is what you are.