Culture, in other words, would add value to their brands.

But let a big shot land in trouble and "bad things can happen to your brand."

"There is huge potential damage to be done to a brand."

And loyalty to brands from the home country is strong.

"People will have to go back to building brands," she added.

If the voice is true to the brand, that's good advertising.

He cannot even afford to stay true to a particular brand of beer.

People will become bored and look to other brands for something fresh.

"It has been a nice way to add dimension to our brand."

The company says the 100 products in the collection are relevant to its brand.