品牌符号的表意活动，以各个阶段的相继“否定”前行为内驱力，呈现出格雷马斯符号方阵式的全否定格局。从无品牌附加值的“裸物”、具有指示区分功能的“牌子”、携带丰富内涵的“名牌”再到成为某种精神象征的“奢侈品”，品牌的表意方式逐步否定、逐渐成熟。在此后，“奢侈品”作为品牌表意符号已彻底“神话化”，开启新的表意模式系统。

Greimas Square, a model of signification, describes successive negations of meaning generation, and can be used to delineate the process in which the meaning of brand is developed. From this perspective, this paper points out that the meaning development of brand passes through four phases. Firstly, commodities are things or objects attached with no additional values. In the second phase, brands are created, and become signs of poeticalness, to distinguish themselves from other signs used in everyday life. When a brand develops into a famous one, it will be loaded with multiple connotations, and therefore enters the third phase. In the final phase, brand of luxury as a myth is constructed when it is built as a symbol representing an ideal or sort of spirit, and a new signification process will open.