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<p>I guess its time to dust off my old post regarding the difference between “familiarity” vs. “prestige”:</p>
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I always like bringing this back to my “hamburger” analogy to illuminate this point:</p>
<p>99.9% of the American public will readily recognize (read: familiarity) Micky D’s Big Mac or Quarter Pounder (over a billion served!) vs., say, the “21” burger at the 21 Club (New York)… but does that Ronald McDonald more prestigious? Hardly.</p>
<p>Many people know (shop) at Wal-Mart vs. Bergdorf Goodman, but that hardly qualifies Wal-Mart to be categorized as “prestigious”.</p>
<p>Simply put, not anyone can afford to shop at Bergdorf or eat at the 21 Club, and conversely, nearly everyone “can” shop at Wal-Mart or eat at McDonald’s.</p>
<p>Similarly, not anyone can enroll into Harvard, but nearly anyone can enroll into a Community College - that’s what makes Harvard prestigious - and, more importantly, why it remains so. In other words, if Harvard increased its class size to 500,000 per year admitting nearly anyone who applied - its “prestige” would drop like a stone overnight - people from Joe Blow Community College would be transferring to Harvard.</p>
<p>This is what happens to certain “luxury” or “prestige” goods all the time - dilution of a brand which gets oversold, over-licensed or discounted at department stores (read: the Coach brand and even Armani)</p>
<p>Now to be certain, some brands have both “familiarity” AND “prestige” (e.g. Harvard, Yale, Princeton) and some have “prestige” and less “familiarity” (e.g. Dartmouth, Brown, Caltech) - but don’t confuse the two terms - less familiarity doesn’t = less prestige. Just because your neighbor hasn’t heard of Ch</p>