The terms ‘brand’ and ‘branding’ have become commonplace in 21st Century vocabulary. The importance of effective branding cannot be underestimated as can neither the impact and reach that branding can have.
“Brands and branding are the most significant gifts that commerce has ever made to popular culture. Branding has moved so far beyond its commercial origins that its impact is virtually immeasurable in social and cultural terms” Wally Olins
Numerous authors have given their two penneth worth on this cultural phenomena inciting much debate concerning its moral validity and social responsibility.
