State brands increase social prestige within a community or subculture, regardless of cost. Luxury brands are defined by cost and association with a well-known manufacturer or designer. State brand ownership signals recognition of community values and leadership, and can raise an individual’s status.
A state brand is a brand of consumer goods that can increase the social prestige of its owners. In many cases, a status mark confers status within a particular community or subculture and may not have the same reputation or power to confer prestige outside those communities or groups. Brand significance may have little to do with price points and more to do with popularizing the brand by influences within a particular community.
Many communities and social groups view the consumption and ownership of certain branded goods as a sign of upward social mobility and status. If an individual who was a known leader within a community or subgroup begins wearing or using a certain brand, others may follow suit. The brand therefore has a status even if it is not considered a high-end brand or even popular by the general public.
The concept of a status brand is different from that of luxury brands. Luxury brands are usually defined as such based on their cost and their association with a well-known manufacturer or designer. For example, a luxury branded bag can cost several hundred or even several thousand dollars. These bags sell for such large quantities despite the fact that other bags made with similar materials and quality workmanship, but without the branding, are commonly sold for much less money. Luxury brand ownership confers status on an individual by indicating that they have the money to afford a luxury brand item or that they know someone with enough money to purchase it for them.
State brands, on the other hand, may not be particularly expensive, but brand ownership has meaning within a community that eclipses the issue of cost. Within a subculture or community, the public display of ownership of the state mark signals that the individual displaying the state mark is aware of the community’s expectations of its members and demonstrates recognition of the authority of the person or influential people who introduced the brand to the community. This can raise her status, as it demonstrates her willingness to invest in the values, symbols and leadership of the community. In some cases, an individual may use their compliance with an established brand status to propel themselves into a position of influence. At this point, he may be able to establish a brand opportunity within his community.
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