Genghis Khan is now a brand. In fact, the Mongolian parliament has created a law that enables the government to use Genghis Khan as a licensed brand and image. His empire may have vanished 700 years ago, but his brand is very much alive. Genghis Khan Vodka will be one of the first extensions of his brand.
Implications - As consumerism increases worldwide with globalization, people, countries and monuments that, due to Orientalism, were considered mystical or sacred, are being commercialized and branded. There are global opportunities to turn almost anything and everything into a licensed brand This appeals to a younger consumer that has grown up under corporate capitalism.