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.