The brand system can consist of a small number of elements or from hundreds or thousands of them (depends on the company specialization and its size). For example, a small cafe next to the bus stop should have some package, sign, ads, cups, a bit of stationery, etc. But not so many.

On the other side, an organization like CitiGroup or Microsoft has an enormous amount of offices, business departments, and small things. The idea that any small (cup, pen, door, toilet seat) thing within the company should some way reflect the spirit and idea of the brand.