When children are small, they are immune to brand consciousness. They are more focused on substance than style. For little girls, it is a blue shirt. For boys, it's just a shirt. But neither of them cares what the label in the shirt says.
But it doesn't take us long to teach them brand consciousness. Pretty soon the label is more important than the shirt. In fact, in your person OK-ness, acceptability is dependent upon the label in your shirt.
Soon brand consciousness spreads out to affect everything in our lives - the car you drive, the neighborhood you live in, the school you go to. You are in or not in, cool or not cool, based upon these significant, economically driven criteria.
Let me say this clearly: Don't poison your soul with brand conscious thinking.