Branding on general terms are means by which different companies uniquely identify themselves through their logo, name, designs or their mission statement. This however has stepped up the competition between companies by paying huge amounts of their budget on coming up with various ways of gaining brand awareness such as advertisements and reaching out different geographical locations. Some of the major brand image a company would target may be; being cost effective, luxurious, reliable, quickest service, best offers and many more. Based on different brands, different customers are being targeted keeping their customers more obsessed with the brand. Identity and social pressure has further lead to brand obsession that is highly apparent in U.A.E with negative effects on the society.

One of the causes that contribute to brand obsession would be identity. Community of top classes usually prefer showing their identity through their visual appearance of their clothes, make-up, cars, house furniture, watches that allows them to appear as rich/ top class and properly distinct than the other social classes (lower, middle) . To some of the people, owning branded items brings them satisfaction as they get the second-looks and attention from other people; simply put, it states the obvious of how rich they are and prefer to look neat, classy and popular of their status. Moreover, not all the society prefers luxurious products or is obsessed with luxurious products such as Gucci, Chanel, LV, and other products. There are a lot others who are obsessed with brands that provide cheap commodities, quick services, or high customer satisfactions offers. This allows them to save up money for future investments, preferences or spend money on other priorities.

Another cause that has increased the brand obsession in U.A.E would be social pressure. The majority of the citizens and