Play word association with the word "Mongolia" and you might reply with "Mongols" which would lead you to "Genghis Khan"; then you might run out of words.

This is the challenge that Mongolia was facing.

They are emerging into capitalist markets. They want to sell their products and attract tourists. What would you do? You leverage the greatest resource you have - the name of the most famous Mongol, Genghis Khan. Genghis Khan is more famous than the Beatles, and according to John Lennon you know how famous they were.

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Most people don't know the capital city of Mongolia, (Ulan Bator), but you do know the name of the international airport, university and vodka - they are all named Genghis Khan. And of course there are the many restaurants around the world bearing that name.

What is the marketing appeal of the Genghis Khan name? It has worldwide recognition, it is powerful, and it's visually and emotionally stimulating. One more bonus - there are zero endorsement fees. No one owns the name.

Why else is Genghis Khan a powerful brand? He was a powerful leader. There is a mystique and exotic image to his name and legend. Say the name and you probably see a striking image of a warrior or ruler in your mind. That's what a good brand should do - evoke a feeling.