Brands have long lives but thin skins.
Branding is an essentially defensive move, as shown by its origins in tracking the ownership of cattle. The brand attempts to avoid attack by approximating ubiquity. For as much as the factual history of a brand may be written, it projects ahistoricity; the brand's job is to convince you that it has always existed. In this way, branding is much like religious iconography and tries to perform the same function.
Frequently, it succeeds.