Why use a brand?

I picked up some birthday candles at a Paris supermarket.

My choice was guided  by quality (appearance of the candles, protection against dripping) and price.

I chose the store brand, choice being a relative conept as it was the only brand on offer for simple birthday candles.

I later noticed the back of the box and the use of another brand: Devineau, “candlemaker since 1803″. 1803! More than two centuries of French candlemaking. Devineau is an actual company, independent from the supermarket.

At the bottom of the package, another notice: Made in China.

This mundane product tells (at least) three stories about itself.