I love your thoughts on this Carlos. I do think that many marketing departments have their fingers on the pulse of the desirous and lemming consumerist public in general. People can be huge brand whores, for the sake of hipness, personal acceptance in a group, individuality, personal taste and perhaps that the name may actually carry a product very worthy of buying.
I do believe that our society is fully blinded by consumption of all kinds---we're addicited to it, whether a brand name is attached to it or not. What would we do if we had to farm our own food and make our own clothes? Perfume would probably go way on the backburner of priorities.
People in our society have money, including poor people. Everyone has a need for dignity and self importance. Brand names sometimes help the collective need for the sense of importance. The proverbial gold tooth or owning an expensive car while everything else in the person's life falters.
Name brands, especially the "rich" sounding ones---Dior, Dolce and Gabbana, Hermes, JPG, Chanel---ad infinitum-----offer a reference point to someone's personal identity, by the choice they made buying that name brand, using it in conversation, feeling like, they too have some essance of the richness, the designer name offers. Perhaps others will envy them for wearing such a high quality of fragrance or clothes with that name associated with it.
Sorry I ranted---I could go on and on, but.....zzzzzzzzzzzzzzzzzz