抄録
This paper discusses the change of the meaning of brand. In the 20^<th> century, environments and situations did not change appreciably so that the producer can develop and produce products on the same track, If they produced better quality products, they could establish brand in a straightforward manner. As we enter the 21^<st> century, people's requirements became quickly diversified and personalized. And the changes takes place very frequently and extensively, Industries tried to cope with this situation by producing a very wider of varieties of the same kind of products in order to win market competiveness. But this response is disregarding the human nature. It is the characteristic of humans that we can see the future and can have a dream. That is why humans are defined "Homo Faber". We make tools to make our dreams come true. Animals can select appropriate things from nature to use them as tools. But they do not produce tools because they only live for now. Thus, in order to truly cope with the diversification and personalization and with the frequent and extensive changes, fast adaptability becomes a key element in establishing brand in this new sense. Communication and collaboration play very important roles in securing fast adaptability. And modularization will also contribute to establishing this emerging type of brand, which is more process-focused than the traditional product-focused one.
