Rich people will shell out premium prices for products without logos because they carry subtle signals of wealth that can't be imitated by outsiders.
Would you be able to tell the difference between a $20 purse from Walmart and a $5,000 luxury bag?
Along with professor Morgan Ward, Berger analyzed the correlation between price and brand prominence in hundreds of products and found a surprising relationship. For every $5,000 increase in price, the logo shrinks by a centimeter — luxury items with less prominent logos are more expensive, according to Berger., why would people spend money on pricey logo-less goods that aren't discernible from their cheaper counterparts, Berger wondered. While luxury brands are higher quality, it doesn't explain the premium price they charge for less prominent branding.
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