According to Orend and Gagne, when people choose tattoos based on brands, they sometimes do not think of it as a corporate symbol, but as suggestive of certain lifestyle choices, such as love of horse racing or remembering a good time in New Orleans. This dissociation from the corporate meaning in the minds of the tattoo wearer $q,$

$$ displays how powerful marketing messages are to suggest associated lifestyle meanings.

$$ shows that brands are typically not associated with ideas.

$$ shows that commodification does not exist.

$$ allows others to understand that the tattoo wearer does not identify with the brand.