My most valued childhood possession was a badge proclaiming 'Happy Birthday - You're Five'. However, by the age of seventeen I wanted a badge that said Jaguar, Mercedes, or perhaps even Saab.

What I failed to appreciate is that badges are just badges. They are no guarantee that a vehicle is superior to its less fashionable rivals. For example, it is difficult to distinguish the handling of the Ford Mondeo and a Saab 9-3. In several other ways the Mondeo is actually superior. However, the Swedish saloon is perceived as an aspirational 'lifestyle statement' and the Mondeo as an 'ordinary' family car.

Clearly, many prestigious vehicles are superior to everyday models - but it is unwise to assume this is always the case. When choosing a car it is worth looking beyond the badge and evaluating the vehicle on merit. You may conclude a prestigious model is worth the premium, but there are also numerous fantastic cars languishing behind everyday badges.