 Brands exist partly because of repeat customer loyalty, and also to offer different levels of quality and service.For instance, Carnival Corporation & plc owns both Carnival Cruise Line, whose former image were vessels that had a reputation as "party ships" for younger travellers, but have become large, modern, yet still profitable, and Holland America Line, whose ships cultivate an image of classic elegance.A common practice in the cruise industry in listing cruise ship transfers and orders is to list the smaller operating company, not the larger holding corporation, as the recipient cruise line of the sale, transfer, or new order.