Sir: Due to increased social mobility, people are becoming highly brand conscious. Renowned brand labels for eatables, outfits, footwear and accessories give satisfaction to conspicuous consumers. We are becoming more self-conscious, which raises the temptation to compete in the brand race. Some use signature wear to boost their personality, some for quality and others for comfort and style but most of us link branded stuff to social status. Brands today have a great influence on people’s mind. Labels mould the thought process of the customer, gradually making it their habit and, eventually, a necessity. Earlier, our prime focus while shopping was the price factor but now the brand is more important. The divide between the haves and have-nots is already very large in our society and our recent obsession with designer wear is further aggravating this, leading to many social differences. The media further worsens the situation by increasing the ‘importance’ of brand labelled merchandise. This is leading us towards lack of confidence, complexes and disrespect. Brands should be supportive rather than act as an agent for demolishing the true picture of any society. AROOJ ARSHED ABBASI, TATHEER FATIMA Via e-mail