Is there an image in IT brands?

Question

Marketing

Is there an image in IT business? Let's say there is an IT brand (services/by/SaaS) that is positioned as luxury / prestige / premium and economy. I need a clear example of differentiating IT brands towards emotional attachment.

For example, as car brands:
Mercedes-Benz - luxury
Hyundai - economy.

Please don't start a holy war in the comments butting for stamps. Brand authority is everyone's opinion.

Do not consider companies that produce software-enabled products (iOS and Android). Comparison of such an IT business is not interesting to me. Thanks in advance!

Answer 1

There is Cisco, but there is MikroTik
There is HP, but there is DEPO
There is Apple, but there is xiaomi
There is stackoverflow, but there is a toaster
There is Megafon, and there is Tinkoff Mobile

Answer 2

there is of course
Amazon for everyone

Answer 3

Apple for the rich android for the poor