In the relatively new field of Neuromarketing, "Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response..." (wikipedia).
While i have not seen a study involving bino brands, the general finding point to this: A user or consumer of an object will literally get more positive reinforcement (and therefore pleasure) from the object branded with symbols etc. the subject associates with higher social status or enhanced self image.
Interestingly enough, this tech was used years ago to solve the Pepsi Challenge results. (blind tasting coke/Pepsi = Pepsi wins. Non-blind = coke wins).
I am not saying that this controls opinion.
But, it is an important factor whenever we form an opinion.
If you only Zeiss/Leica/Swarovski binos, you may be feeling a tad uncomfortable at this moment if the above was a matter of first impression for you.
This should pass as rationalization will soon repair things.
If you are a Zen Ray only user, this should have made you feel good, for awhile, until the continued exposure to alpha brand symbols eliminates the temporary effects of the positive reinforcement.
Some background:
http://en.wikipedia.org/wiki/Neuromarketing
http://www.neurosciencemarketing.com/blog/
