Just like Goldman Sachs is among the most popular banks to work for, there are similar popular brands be it among employers, websites, mobile phones, cars, residential locations, restaurants, wines, etc. And more often than not, there are competitors that fare the same or even better than these popular ones.

Yet, as highlighted hilariously in this video, people seek out the ones that are recognized and accepted as the most popular. This is just how our society is structured.

The more exclusive things you have, the more you are respected. And the exclusive things are always expensive. You may have to pay more money, more effort to obtain what is exclusive to a few.

This is luxury brand building 101.