Branded?

Our brand choices say a great deal about us as individuals. This lively illustrated book takes a light-hearted look at how brands behave, how they gather associations and what they mean to the people that buy them.

Through a series of snapshots of the products or advertisements of key companies such as Coca Cola, Levis and McDonalds, 'Branded?' focuses on the links between brand and consumer behaviour, decoding hidden messages and analysing marketing strategies.

Brands are grouped by their key characteristics: some promising authenticity and reliability, others offering technological empowerment or a luxurious lifestyle. Brands and their meanings - formed as much by consumers as they are by product designers or marketing directors - are also shown in a global context, forming a common language which is subtly adapted to suit local tastes and aspirations.