Identifying with a brand or a team, etc, is a means by which many establish personal uniqueness, and paradoxically, becoming homogenous with all those who share their attempt. In more simplistic terms, it is nothing more than using something outside one’s self to augment one’s self image. This too is paradoxical, in as much as self image, is little more than how some individuals think, or more accurately, wish, others should be thinking of them. For example, “I ride X-brand motorcycle; therefore I’m special, unique, and desirable.” Of course, in order for this logic stand it must also attempt to denigrate other brands or teams, etc. Bottom line, they are saying, I’m better than you are based upon what I ride, not who I am. You see this in advertizing, politics, and religion. Of course, we all do this to a certain degree; some are aware that they do it and in that awareness become humble and attempt to mitigate the more harmful aspects of their behavior. Me, I'm just glad I can ride...not withstanding the rueful grin when a hot chick says to me at a stop light, "Nice motorcycle."