Being premium means having the relevant DNA, for example, consider a person who is interested in modeling. Of course, this person should pay attention to his/her ability and capability at the beginning. It is clear that with a weight of 100 kilograms and a height of 150 centimeters, it is not easy for such a person to enter the modeling field, because he/she does not have the DNA. Some brands are the same. They have the DNA of being special or becoming international after the relevant arrangements, which means new methods of branding, sales, marketing and strategy. When we say that we want to have 60 percent of the market share in the European market with Iranian carpets in the next two years, everyone says: “By what method?” But when I say that “with one of the Iranian car manufacturers, we want to have the market share in Europe for at least two years in the next two years”, it is probably funny. But that doesn't mean that the aforementioned individual or organization can never improve or change their DNA. It's important to know that culture and circumstances can also influence the clarification of the DNA of individuals or organizations, causing it to change or modify and align with the relevant issue; that is, becoming a premium authentic.