User blog comment:BearCute/Yume and Berry Parfait/@comment-26426093-20170228020413/@comment-3487190-20170228024419

No matter who is gonna win in the story, most game players would ask that each brand can share the exactly same treat, that's the point. Even if Lily fails, fans still need to see a premium coord from this brand.

Like how Lily obtains her brand, I guess there are still ways to ask for cooperations from outside companies in Stars series, However, that is extremely difficult and becoming S4 is rather the fastest way to make your own brand, that's how I read this thing. For the Venus Ark idols, it's also probably that Elza allows only her best idols to do own brands, not everyone can.