Bobo brand  Bobo brand is an informal name used to refer to a product that is sold inexpensively under a relatively unfamiliar brand name and often perceived inferior to better known brands. They may be lower in price, but not qualitatively. Since the expression Bobo brand is not referred to a specific brand, this kind of brands are invisible to the public eye. So, it describes more a lifestyle: a peculiar action of consumption that ratifies the membership to the Bobo group. The term Bobo is a contraction for bourgeois-bohème. Bourgeois, from Late Latin "burgus" which means "castle" (in medieval Latin ‘fortified town’), means belonging to the middle class (a social group between the rich and the poor). Bohème, from Middle French Bohême, from Late Latin Boiohaemum, compound of Proto-Germanic *haimaz ("home") and Boio- ‘the Boii’, the Celtic tribe previously inhabiting the area, means a person with quite a lot of financial means and a non-conventional lifestyle with liberal, left-wing political views, with musical, artistic, literary or spiritual pursuits and often with a Parisian attitude. The term "bobo" was first introduced by David Brooks in his book "Bobos in Paradise" (2000) to identify the rich progressives living in Greenwich Village in New York as a contraction of "bourgeois bohemian". The expression was coined to refer to a particular French socio-economic group. The Swinging Sixties have witnessed dispute, which has often been violent, between the middle class culture and the counterculture, or in the higher status group and lower status group. The creation of a third class put an end to this cultural war: the bourgeois bohemians, or Bobos emerged. Among them there were highly educated folk who had one foot in the bohemian world of creativity and another foot in the bourgeois realm of ambition and worldly success. Bobos are just normal middle-class people who cannot accept that status because they have always hated it: the bobos renounced accumulation and embraced cultivation. Retorically Bobos oppose to traditional class distinction explained in Veblen's theory of conspicuous consumption. In France the term "radical chic" was used to indicate the exponents of the so-called "gauche caviar", a term used for the first time by the French extreme right-wing press to connote in a derogatory way the new left-wing élites in power since 1981.