Brands are a form of cultural phenomena. Every culture is defined by stories, characters and emblematic symbols that embody certain values, define a specific aesthetic and provoke certain instincts. Myths shape the social imaginary of different human societies and enable them to identify with those myths and with one another.  How to read and use this information is extremely important when a company seeks to create and establish an attractive and lucrative brand in the modern market.
A high-end brand will be successfully positioned only if it is able to establish its own myth.
To turn a brand into a captivating icon means, first of all, to endow it with a soul; to carefully define its essence; to create the myth. This is the earliest phase from which the other aspects of brand creation, such as the product naming, design and advertising, are born. Thus, it is necessary first to find a symbolic space in a vacant time in history in which to position the brand.  If chosen correctly, this symbolic space will impress the brand upon the minds of the target audience by referencing a shared popular imagery. 
The existence of a real link between the tangible and conceptual sides of a brand is crucial -- the brand must always act as a mirror of its parent entity and not as a mirage.
Finally, it is vital that the brand evolution be monitored in order to allow the company to take advantage of any business opportunities which may appear, and to accompany any changes which may arise in the society in which the brand operates.