A. Competition of brands With the change of social custom and lifestyle, people are satisfied with their daily needs and start to pursue what they want. This causes a new consumption behavior, which is named as symbolic consumption1; that is, many products on the market intentionally produce their own symbolic characters to meet customers’ expectations. When consumers choose a brand, they have different preferences. First, consumers choose a brand they are familiar with. They are not likely to change their attitudes toward familiar brands, even if there is a constant exposure to familiar brands, either positive or negative. It is not likely to produce significant changes in consumers' preexisting brand evaluations. On the contrary, less familiar brands did not make themselves known to the public, so that consumers have insufficient knowledge of the brands. Thus, they are more susceptible to changeover in their brand evaluations if exposed to new brand-related communications. Second, what are the brands known for? Are they known for price, style, quality, or good service? Do consumers have some objections for the brands? All the questions are closely linked with consumers’ purchase motive and Post-purchase2. Consumers would become patrons of the brands if those factors meet customers’ 1 EMBA 管理知識網 : http://www.emba.com.tw/emba/column/brand2.asp MBA 智庫百科 : http://wiki.mbalib.com/wiki/%E8%B4%AD%E5%90%8E%E8%A1%8C%E4%B8%BA 2 expectations. As for another aspect, symbolic consumption is a general phenomenon in business. Customers’ satisfaction comes from an emblem of a brand, not efficacy. For example, they wear clothes not for warmth but for beauty. Not do they wear expensive watch for accuracy. In view of market competition, combination of multi-design factors and special colors can make the products more appealing to the consumer. The multi-design factors include foreign elements or custom. In the symbolic characteristic, “design” is the first image that impresses the consumers; however, the brand is the primary factor to affect a consumer's decision. It shows the importance of the "brand" on marketing. Additionally, the main force of symbolic consumption is the young people. Because of the acceleration of market competition, and convenience of the Internet, the average age of consumers is lowering. Hence marketing can focus on web blogs and search engines to increase the interaction with potential consumers. A brand is an emblem of quality and characteristic of a product. Some brands once became fashionable for a time, but then are replaced by some more competitive products since consumers by nature like different styles. This is the reason why some brands are in a predicament. To solve this problem, the brands should emphasize their characteristics to attract consumers.