Explanation:

An aspirational brand is a term in consumer marketing for a brand or product which a large segment of its exposure audience wishes to own, but for economic reasons cannot. 

The premise of this type of marketing is that purchase decisions are made at an emotional level, to enhance self-concept.1An important characteristic of an aspirational product is that the part of its exposure audience that is at present economically unable to purchase it, but thinks of itself as having a fair probability of at a certain point in the future being able to do so - see Premium pricing. 

This part of the exposure audience is referred to as the aspirational audience, whereas the part of the exposure audience that already can afford the product is called the consumption audience. Consumption audience and aspirational audience together form the aspirational product's target audience, which typically represents 30%-60% of the exposure audience - see Audience measurement.