Everyone goes home dressed in black. In order for companies to survive and to thrive, they have to design offerings for which they can charge more money than it costs to provide them. Because you need or love what they're offering. But there's an important follow-up question. The answer is the brandname.
People pay more for brand names.
Fools, it's in the name brand. Computer buyers now want Intel chips inside of their computer, even when comparable chips can be had for the same price. Even when they cost significantly more than very similar shoes offered by a competitor. You see, Fool, we're in the habit of buying these products. The brandnames have helped create those habits.