When my daugher was in high school, she wouldn't go into Big Lots with me out of embarrassment of being seen in there! Now, and during her college years, she learned "Big Lots rocks!" Also, I noticed her 4 year old twin sons commenting on a tv ad about Schechers shoes, saying they wanted some because "they breathe!" to which she laughed. I was never one to go for the brand or label conscious while she was growing up. Now she is the same way. But her boys are bombarded by such stuff on TV (though they watch little TV....still it's there when they do!). It's a cultural marketing thing that starts very young.
Patty