The brand satisfies our need to belong to a group, the need to be accepted. This need is, and always has been, crucial for our survival. We are deeply social creatures and social banishment is still exceedingly threatening to our wellbeing. Our desire to belong to a group, to know and to be known is universal, although the ways in which this desire is enacted might differ according to each culture. So, different cultures have different ways to enact the desire to belong. These cultural differences however, apply only to the ways in which different brands satisfy this desire. The desire to belong itself, the fear of rejection and the pain of social rejection is a part of human being.