People perceive expensive item as being better and if they compare their favorite brand player to the Toshiba there is no way that they would choose HD DVD based on the way the player looks.

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Well, TAG Heuer has been my favorite watch brand for a long time.

FORBES: How To Be A Brand Expert Blogger

Our test car was the TL with SH-AWD ("super-handling all-wheel drive, " one of my favorite overblown Japanese brand phrases) equipped with the 3.7-liter V6 and new-for-2012 six-speed automatic (previously a five-speed).

WSJ: 2012 Acura TL With SH-AWD Review: A Good Grille and a Better Car Behind It | Rumble Seat by Dan Neil

Whether the product attracts their attention on the retail shelf because they recognize a favorite, trustworthy brand or a unique package format that may make their life easier, they are looking at the package.

FORBES: Written by Jack Knott

Today the United Dairy Farmers convenience store chain has approximately 200 locations throughout Kentucky, Ohio, and Indiana and United Dairy Farmers brand ice cream remains a regional favorite.

FORBES: Former Forbes 400 Member And Cincinnati Reds Owner Carl Lindner Dies At 92

The real enemy of "Step Brothers" is Brennan's egregiously successful younger brother Derek (Adam Scott), a superconfident go-getter whose mercenary brand of ingratiating narcissism makes him a parental favorite -- and unites Bren and Dale in their loathing.

CNN: Review: 'Step Brothers' full of funny stuff

Costco Wholesale ( COST), a big favorite with consumers hunting for bargains on brand-name merchandise, might seem a great investment, too.

FORBES: Bargain Prices For Costco's Goods But Not Its Shares

One explanation is that Apple products have become a brand-name accessory, the technological equivalent of another Japanese favorite: a Louis Vuitton bag.

WSJ: Japan's iPad Frenzy Signals a Sea Change

But the chocolate that Emmy Award winning Today Show co-host Hoda Kotb picked as her favorite thing was not a new, trendy, or self-important brand.

FORBES: Amazing Chocolates, Handmade In USA Since 1896 And Still Better Than Fancy Boutiques