What is supported

 Thinking of the word commercial "brand", from the point of view of the English language, made me some time lately understand that it relates with "fire", with really much wanted things. So that is what sells well enough. On the other hand many thibgs tgat I was as younger taught to be a normal educated quality, are not that good at all, not so much wanted. So once again I wonder how does the econony work in practice. Anyway tgere are some basic good sides in life and in the living environment, which education and values seek to cultivate and create. That is their "brand"?