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I don't get it at all, and I too wonder about these things. I mean, who cares? I use whatever brand suits my needs or budget. As far as food goes I do tend to buy ones I recognize, since I don't want to invest in an item I might not enjoy. But I don't feel like that's a part of who I am. A lot of the time, it'll be some little locally-made food item nobody's ever heard of anyway. As for clothes, I really couldn't care less, with the one exception of Levis. I'm still dressed the same no matter what the label says. And the whole Ford/Chevy thing is equally mysterious. Personally I drive a Volkswagen but that doesn't mean I hate Hondas.
I recently began taking a bunch of paid online surverys, most if not all of which are for marketing purposes. I was amused to find that they actually expect me to remember what brands I've bought within the last six months. I can barely be bothered to notice these things. I guess I'm not exactly the type they're looking for.
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