People always appreciate the individuality of the people around them. They also transfer human traits to inanimate objects, treating them as living ones. This is the basis of the concept of brand individuality. We use human criteria when we talk and think about brands. Just as we are not interested in ordinary, unremarkable people — we do not pay attention to brands without individuality.
The product satisfies the need, and the brand gives emotions and has an aura, in contact with which someone, for example, feels like Steve Jobs.