品牌进化论描绘了一个优胜劣汰的品牌世界：形象鲜明的品牌淘汰形象模糊的品牌，价值高的品牌
淘汰价值低的品牌，无形资产丰厚的品牌淘汰无形资产单薄的品牌。品牌进化论亦记叙了一个品牌的塑造过程、从树立品牌形象到深化品牌价值，再到丰满品牌资产。
“所有广告都应该有助于建立一个复杂的象征符号，即品牌形象。”
——大卫·奥格威 Brand survival of the fittest theory of evolution paints a brand world: the image of a distinct brand image blurred out the brand, high value brand
Eliminate low-value brand, intangible assets, intangible assets lucrative brand out weaker brands. Brand also chronicles the evolution of the shape of a brand, a brand image to deepen the brand value, to the fullness brand equity.
“Every advertisement must contribute to the complex symbol which is the brand image.”
-- David·Aogewe
