As a complete person should be composed with 3 levels-body, soul and spirit, a super brand should be composed of these 3 levels. But most brands can only reach to level one or level two.
Level one-body:
These brands means nothing to consumers but the functions. Bargain brands fall in this category.
Level two-soul:
These brands provide more intangible things, like feeling, experience and connection, besides tangible functions. E.g. Apple products stands for innovation, uniqueness, taste and so on. Buyers feel this products can present their values and identity. Apple's overall products and service provide brand-new experience which other brands can not offer. At last, users feel strong emotional bond with the brand and are proud of being part of the community.
Level three-spirit
These brands can reach to your soul. They have power to change your life style and even your belief and spirit accordingly. These brands do not only serve you like level one and two, but also "control or manipulate" you and your mind. Let me use bibles to make my point. Bible are not only books or peace of mind therapy, but also life-changing soul savior. Of course, very few brands have this power. I personally think Harley-Division can be seen as a brand in this category. This brand changed HD bikes' life styles. These fans don't deem the bike as a toy for their Holidays, but as a important partner of their daily lives. They live a HD-style lives.
