You didn't answer the question though. Why are the workers higher on the chain deserving of the same pay as the workers on the lower levels. Steps 1 and 2 are more important than the other steps. If we take Steve Jobs as an example, he wasn't the first one that invented the smart phone, he is just the person who redesigned it and made it popular. So are you see, the 1st and 2nd steps can't be done by just anyone nor the compensation should be the same. Why would you compensate somebody the same for doing a better job?
I am not sure what you are asking here.
Step 1 seems to be simply identifying a good or service that people want or need.
This does not require Steve Jobs, or an owner of a business. We all have ideas like this, and the difference is that people like Jobs already have money (or investors) so that they can then use their wealth to get others to work for them and make the idea a reality.
For example, we did not need someone like Jobs to figure out we can use universal health care. Or an end to famine and malnutrition.
And I never addressed the issue of relative wages for the workers at different steps of the process because I am not sure the concept if wages would even be relevant in a world where it is impossible to use economic leverage as a tool for exploitation.
Even if we assume that people do earn wages in this world, they would also be involved in work that is not alienating, and they would also have access to things like universal health care, free PSE, etc. Most workers would not feel the same pressures for a higher wage that they do now.
As for the brands, well, i said that an answer that brands will not exist is not acceptable. Many can build a Lada but not many can build a Tesla or a BMW etc. That is kinda the point of brands which you want to disappear. People are generally not interested in an infinite amount of Ladas unless there is no other choice.
Considering the fact that cars kill and pollute on a significant level, I have no problem with massive decreases in automobile ownership and use.
As to your point that people really want or need brands, we would have to ask ourselves why people would want or need such brands and then decide if it is worth it to provide it. If we look at cars, very few people need high performance cars, and most people buy luxury cars in order to impress the neighbours.
If I have to choose between freeing everyone of economic exploitation and maintaining the ability for well off people to engage in conspicuous consumption, then I would invariably choose the former.
There is a crack in everything,
That's how the light gets in...