research shows that if marketed competently, any brand, regardless of its origins and sector can become an icon brand. airey, in his book, states that in order to be called an icon, a brand must be simple, relevant, enduring, distinctive, memorable and adaptable. a good brand look and being able to satisfy public demands create attention from the public and help the brand establish strong and emotional bonds with its customers whereas simplicity makes the brand more memorable for the customer. although they can endure wear by time, if an ideology shift occurs, the myth of the brand must be reinvented accordingly, in order to protect its status. logo of the brand must be relevant and distinctive. it must be permanent as it helps to establish a good brand image. for example, kellogg's’ logo has never changed since 1906, and this has created trust and loyalty for the brand.