Tiffany's Iconic Blue Box
The Power of Tiffany's Blue Box
Tiffany is case-in-point for how a superior brand can help a company weather various economic conditions.
Tiffany's trademark blue box evokes strong, positive emotions among consumers, solidifying relationship between desired emotions, cognitions (regarding the brand) and consumption behavior (for more about research on th CAB pradigm ). This is neither by accident nor chance.
Source: http://www.fool.com/news/foth/2001/foth010411.htm