The word of the day is cachet:

French; cacher to conceal: in 18th cent. treated as English.(Show More)

1. A seal. letter of cachet (French lettre de cachet): a letter under the private seal of the French king, containing an order, often of exile or imprisonment.

2. fig. Stamp, distinguishing mark, ‘sign manual’.

3. attrib. Done under letter of cachet; privy, secret.

4. A covering of paste, gelatine, or other digestible material, enclosing (nauseous) medicine; = capsule n. 5. 

Draft additions September 2006 

 Prestige, high status; the quality of being respected or admired.  (OED)

"'We used their brand as a signifier of luxury and they got free advertising and credibility every time we mentioned it,' he writes.  'We were trading cachet.'  (Actually, the book, not free of typos, says 'cache.')"

 - Kelefa Sanneh, "Word: Jay-Z's 'Decoded' and the language of hip-hop", 6 December 2010 The New Yorker