As Felicia, Bullhorn$$s Account Planner, is developing a brand ladder for the D$-$Phone, Aaron and Alex, the agency's owner and chief art director, discussed brands with strong emotional attachments to their users. $$Think about it$,$ Aaron said, $$some brands have such a strong emotional attachment to their consumers that they could probably double the price, and its users would still buy it$.$

$$Yeah$,$ really,$$ Aaron answered, $$name me a few.$$ Well, there is Harley Davidson, Disney, and Apple.$$

$$Okay$,$ but those are big mega brands; tell me about some more and tell me why.$$

That evening, Aaron called you, a good friend, and asked your opinion. He gave you a rundown of his conversation with Alex. Then asked, $$Can you name three brands with strong emotional attachments to their users and describe the emotional attachments associated with those brands?$$

Please help Aaron with his question. In your response, include your thoughts on those emotional attachments' benefits and values.

Compare and contrast the brands your peers mentioned and identify $($or challenge$)$ the underlying emotional benefits and values being tapped.