There’s a direct link between the cost of a luxury-goods product and the size of its logo, but it’s not what you expect

Luxury items with less prominent logos are more expensive, according to Wharton professor Jonah Berger. Rich people will shell out premium prices for logo-less products that carry subtle signals of wealth because they aren’t as easily imitated by the non-wealthy. It’s a form of discreet wealth, in which showing off wealth is no longer the way to signify having it — only those in the know will recognize a quiet status symbol. Visit BusinessInsider.com

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