Virgin Atlantic is a concept brand based on the concept of rebelliousness and playfulness. Its CEO Richard Branson exemplifies these traits through adventurous activities. Apple's concept emerged from observing how people struggled with computers, and focused on creating fun, easy-to-use products. United Colors of Benetton represents a cosmopolitan vision through its diverse advertising and support of human rights. Nike embodies concepts of persistence, confidence, aspiration, performance, dedication and excellence. These are all examples of concept brands that represent an idea or concept to inspire consumer loyalty and attachment rather than just selling products.