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Perhaps the earliest notion of ¡°brand¡± came into
existence when humans created their very first symbol.
Since then, thousands of years have passed, but
the story of ¡°brand¡± continued to live on. Today,
in a commercialized society, the value of those
well-known brands with rich histories or immense
popularities has long exceeded the value of the
products and enterprises for which they represent.
What these brands carry with them instead is the
spirit of an era, the soul of an attitude and the
essence of symbolism. Look at a glass Coca-Cola bottle. Perhaps its mere curves can remind people of the hope that a glance at the bottle brought during WWII, perhaps they can transport people to the Olympic stadium amid the screaming cheers, and perhaps they can rouse people's sense of justice, peace and Great Harmony. Louis Vuitton, another master of branding, was able to associate his name with professionalism and perfection because he allowed his consumers to respect the man himself while they took in the pleasure of his products. In this subliminal transition, the value of his brand went from being commercial to being emotional. And that is what's priceless
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