Envy definition: Similar to jealousy, both feel discontent towards someones traits, status, abilities or rewards. The difference is that envy also desires that entity and covet it.
Large brand names are always in competion with each other to be the best. To increase consumption they play off of each other to offer the consumer the best possible product. This is seen in various cases from Apple vs Microsoft in computer technology, Android vs Apple in mobile phone technology, Pepsico vs Coca Cola company in soft drinks, Mcdonalds vs Burger king in fast food etc. This constant competion keeps the consumer comparing products, judging for themselves which brand is best and making a conscious decision to buy from one or the other based on which one suits them best individually. The competition and constant update of new products keeps the consumer interested in the brand and therefore encourages them to keep buying from them. The desire to have the latest products to keep up with the 'fashion'. Judgements are made between peer groups, class groups, and status is achieved depending on the products we own.
Corporations brand their products well-knowing this, and exploit the sin 'envy' within each of us in order to do so. When we see others with certain products, alarm bells go off for us, even if only on a subconscious level, and may encourage you to follow suit, and covet that entity. With the rise in science and technology, this is notably the most obvious category today.
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