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The word “brand” is derived from the Old Norse word brandr, which means “to burn by fire.” … In 1876, after the United Kingdom passed the Trade Mark Registration Act, Bass Ale became the first trademarked brand in the world after submitting its now-quintessential red triangle for trademark status. The act gave businesses the ability to register and protect a brand marker so that a similar icon couldn’t be used by any other company. In addition to clinching trademark number 1, Bass’s trailblazing history includes its appearances in Édouard Manet’s 1882 masterpiece A Bar at the Folies-Bergère and Pablo Picasso’s 1912 painting Bouteille de Bass et Guitare, ostensibly providing the brand with the cultural distinction of “first product placement.” … A little more than a century later, we are living in a world with over one hundred brands of bottled water.

1. Associative orientation: Imaginative, playful, have a wealth of ideas, ability to be committed, sliding transitions between fact and fiction.

2. Need for originality: Resists rules and conventions. Have a rebellious attitude because of a need to do things no one else does.

3. Motivation: Have a need to perform, goal oriented, innovative attitude, stamina to tackle difficult issues.

4. Ambition: Have a need to be influential, attract attention and recognition.

5. Flexibility: Have the ability to see different aspects of issues and come up with optimal solutions.

6. Low emotional stability: Have a tendency to experience negative emotions, greater fluctuations in moods and emotional state, failing self-confidence.

7. Low sociability: Have a tendency not to be very considerate, are obstinate and find faults and flaws in ideas and people.