Levels of Esteem

The words we use conjure up a level of importance in our minds. You can take four equal things and call them by different names and they will send out a different vibe. For example the places we dine at. If there were four establishments that served Italian Seafood. They were owned by a person named Tom. All have the same menu but the prices vary. One was named Tom's Seafood Shack. One was named Tom's Cafe. The third was named Tom's Restaurant and the last was named Ristorante Thomas. Which one could command a higher menu price? Which one would you think is near the shore. Which one would have small tables with iron back chairs? Which one is generic? Branding and marketing are instilled in our brains without us even realizing it.