Brand recognition - The simple truth is that a brand name does add cost. Just like shoes and suits, people associate certain brands with quality and extravagance. Some companies spend huge amounts of money to advertise a brand and create an identity. That cost is often passed on to the consumer in the product's price. If "brand name" is important to your image, then buying a brand name is important. However, it is possible to find high-quality sunglasses that don't have a brand-name price. Munee Shades sells Munee-brand glasses of excellent quality at a much lower price.