According to research from The Affluence Collaborative, 67% of wealthy men prefer owning brands that their friends recognize and appreciate. Women, on the other hand (70% of them), prefer it if only a very few people can tell what brand it is. Women think of brands in relation to their sense of themselves as unique individuals. But men favor the endorsement and guarantee of prominent badge brands. Ah yes ... go big or go home. Men are not so hard to understand after all.