Brands are not uniform things, they are an amalgam of all sorts of contributing factors, patterns of attraction, that together make up an experience.
People recognise and relate to brands in a very personal way, and in the age of net communication, the opportunity to build and leverage from the notion of brands as patterns of behaviour and preference is building daily. People have friends who are all different, but looking behind the people, there will usually be a few common denominators, education, interests, a particular point of view, something that binds them together that may not be immediately obvious.
The brands people choose to engage with are no different to the people they choose to engage with, they contain a pattern of characteristics that is attractive.
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