Brand functions

CONSUMERISM AND SOCIAL CLASSES
In a certain way we can conceive classes as subcultures. Each of them has its particular mode of behavior or lifestyle.
Stratification means general designation underwhich the members of society are classified by virtue of social position (higher or lower), which gives rise to a hierarchy of respect or prestige and it is composed of six main features:
1) Classesare Status: this status has to be understood as the position of the individual within a social system as perceived by members of society. The status depends not only on social class to which itbelongs, but of personal characteristics.
Each society sets its subjective set of values and ideals. Those that correspond to this ideal are respected and have prestige.
In this regard, the possessionof certain products is considered in many cases as a status symbol, like the cars, the type and location of housing, etc.. In complex societies where wealth determines status, possessions become anindicator of the value of wealth.
There has been a weakening of the traditional symbols of status, because with the advances in technology and communication the desire and the availability of materialgoods has increased. The middle class with refined tastes is what sustains the market for luxury goods because the really rich people have many of the habits of the common man (they are notostentatious). Those who maintain the pattern of conspicuous consumption are the so called "new rich".
The symbols are no longer an indicator of social class, so the upper classes adopt other symbols, and thesevary by geography.
2) Social classes are multidimensional: People often associate money with the idea of social class, but the occupation also provides an indication of the class to which itbelongs, because certain occupations have higher prestige. The house also has been considered another important indicator of social class, especially the location.
3) Social classes are hierarchical: They...