Do we really like brands? Is it an Asian and American thing?

My new European VP told me several times that us Filipinos must earn a lot and even more than them in Europe. I accompanied him to shop for his wife and he found out that designer brands are more expensive here in the PH and yet he sees it EVERYWHERE. I was really pissed because I wanted my boss to know that money is really hard for us Filipinos so he would feel sorry for me and give me a raise How can I do that now when he thinks Filipinos have so much money eg in my office we have staff who earn about P25k net carrying midrange designer bags of the same amount.