Understand Men Through their Brands, a New Book Claims

Ladies, now you can know a little more about the men in your life just by checking the kind of brands they use.

Marketing researchers Bill Vernick and Claire Farber explain how men can be understood with the help of various fashion brands in their new book called "Brand Guy" 

For the research, Vernick and Farber categorised men into ten 'brands' such as Bud Guy, Beemer Guy, Nike Guy, Tom's of Maine Guy, Comedy Central Guy, Celestial Seasonings Guy, Abercrombie Guy, Q-Tip Guy and Red Bull Guy.

They said that men are loyal to the brands they like. "Men are very much what their brands are," Vernick told The Cut.

According Vernick, people usually try to show who they want to be and not who they are. But, simple things like their lifestyle, diet and clothes can offer an insight into their life and personalities.

"It's all stuff we've used in advertising - to sell to a guy, you have to picture what's going on in that guy's house. Like, what music does he listen to? What TV shows does he watch? What's in his medicine cabinet? What kind of car does he drive?" he said.

According to Daily Mail, the duo listed out pros and cons of each of the 10 personality types.

Vernick and Farber noted that a 'Beemer Guy' will purchase high-priced presents for women. But they would be often emotionally "somewhat detached." Women will have to work a lot to get to the "Beemer Guy," because such men often feel they are a prize.

According to the researchers, 'Bud Guy' is a laid-back and satisfied with whatever he has. He enjoys simple things such as having a Cola and McDonalds. 'Mac Guy' is creative and very independent. And the 'Nike Guy' is intense and athletic, just like the brand name. The Q-Tip guy is organized, conservative and detail-oriented.

Vernick and Farber stated that 'Celestial Seasoning Guy' is worldly and philosophical and is "more likely to drive home a point by quoting Sartre."