Brands Cars and Consumption
When you hear people talk about brands of cars, this is the underlying reality. Not sure how common the knowledge is.
Tying identity to particular kinds of purchases is extremely common in marketing today. Apple, for instance, targets the people with disposable wealth and an interest in status symbols, while Android phones typically target the people who are in a different bracket.
This also applies to, e.g., alcohol - top shelf vs bottom shelf. More examples exist.
From HBR, by a noted tech venture capitalist.