What distinguishes a brand from just names and products is desire. "Desire is the prerequisite for and the key to every form of brand-building". (By desire we do not mean that the audience desires but cannot buy a product due to financial reasons; this is the aspirational brand.)
A brand promises something and we want it!
Apple is a religion.
Milka and the purple cow.
Ikea is the transformation of the outsider to a trend brand.
Marlboro promises freedom.
Picasso was the first artist who marketed himself, his art and his personal life in a that he created a vitality promising brand of himself. (David Beckham is a similar example.)
Camper promises an easy-going lifestyle.
Brands create desires. The consumer wants a product, he/she buys it. It becomes a commodity, consumer gets bored. The next step is to customize it.
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