Why do people defend their favorite brands so emotionally?
People rarely argue about products. They argue about identities.
People often defend brands emotionally because favorite brands become symbols of identity and values.
It is only a phone.\n\nOnly a car.\n\nOnly a coffee brand.\n\nThe hidden mechanism is borrowed identity.\n\nHumans extend identity into possessions.\n\nCriticism feels personal.\n\nLoyalty feels meaningful.\n\nPeople think brands sell products.\n\nVery often, they sell belonging.
