Let us consider, what kind of attitude do you desire to convey?
For example, with brands, we desire to purchase certain brands, because we desire to obtain that attitude. For example, we want the Lamborghini car because we want the Lamborghini attitude, which is audacious, bored, fearless, and ego driven.
Or, we want the Tesla because we want the Elon Musk attitude. Or we want the attitude of being futuristic, modern, progressive, and Advanced.
Or we want the muscle car, because we want the muscle. We want a loud, strong, and classic attitude.