[...] we can say that most of the exchange value or market value derives from the value of the brand, and thus from a factor which is immaterial or intangible. It is also clear that, in terms of crystallised labour, of average social time for capitalism, the brand is the result of hours of labour undertaken not only by designers, but also by stylists and by lawyers in big firms, who are charged with protecting intellectual property rights. It even incorporates taste, in other words the willingness [...] of the public to pay anything from tens to hundreds of euros, for a brand-named product. Ah, the power of the Veblen effect! [...]