Brands are omnipresent; they pervade nearly every aspect of our lives, whether the economic, cultural, social, sporting, or even religious (Maurya & Mishra, 2012). From the company perspective, brands are interpreted as the direct consequences of market segmentation and product differentiation strategies. From the consumer perspective, a brand is essentially a promise to customers about what they may anticipate from items, which can include both emotional and functional benefits (Maurya & Mishra, 2012). The process of overarching idea or product and advertising them to be positively perceived by audience is termed as branding (Bastos & Levy, 2012). Branding is not only a process of stamping the mark and imprinting the name of the product, but necessitates long-term involvement, as well as a high degree of resources and capabilities (Kapferer, 2004). In the recent years, the popularity of digital collectibles is increasing. Many brands take the first step into the NFT field to launch their own digital collections. Some early efforts range from the exclusive releases of Campbell’s Soup cans art and Coca-Cola digital apparel to generative art of burgers from White Castle. Those occurrences of artwork bring public attention to the NFT market. This market is growing at an exponential rate. In 2021, a yearly number of NFT collectible sale skyrocketed to more than 40 billion dollars (Murphy & Oliver, 2021). Some NFT projects are incubated from artists, designers and communities possessing diverse cultural representations. Many celebrities joined in this field by purchasing and selling extraordinary items (Murphy & Oliver, 2021). Consequently, numerous brands are incubating NFT products, and many new brands are derived from the NFT products. The phenomenal projects include: CryptoPunks launched in 2017 by Larva Labs; Decentraland developed by Decentraland community and launched in July 2020; the Cool Cats launched in July 2021. The Bored Ape Yacht Club (BAYC) is one of those famous NFT projects (Shaw, 2021). BAYC is created by a blockchain technology company: Yuga Labs and launched in April 2021. It is a collection of 10,000 Bored Ape NFTs being stored on Ethereum blockchain. BAYC is constantly active in the market which has the all-time trade volume: $1.05 billion and average price per NFT: $104,400. The growing market with various NFT commodities is thus a veritable treasure trove for the study of the brand management. BAYC serves as an intriguing subject for the study of branding strategy.