Typical success stories are the well-known Marlboro and Coca-Cola brand images. Marlboro used to be a kind of filter-tip cigarette with obvious appeal to women. Since the mid-1960s, Marlboro cigarettes have been combined with the images of "cowboy", "steed" and "grassland", and the world of Marlboro has gradually expanded and achieved unprecedented success. Marlboro's rough and heroic image has been deeply rooted in people's hearts since then. American fast food brands McDonald's and KFC also embody brand characteristics with the images of Uncle McDonald and Colonel KFC respectively, and input symbols of national character.