How to make brand blend into cultures?

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Some of the brands of products/services are very fascinating as they able to blend into the society of human being and some others creating a culture for itself. For example Coca Cola is like normal plain water to some people, whenever they feel thirsty during the hot sunny days. The first thing might come to their mind is Coca Cola. Fashion clothing like with brand like PRADA, FCUK, Dolce Gabana, etc creating new culture for the human society. They will somehow feel proud or feeling good of themselves when wearing those clothes. My point is how these company doing all the branding job in order to fit or create the human society. Any opinion how they do it?