The brand has become one of the key cultural forces of our time and an important vehicle of globalization. This text surveys the cultural processes of branding,... » 

The brand has become one of the key cultural forces of our time and an important vehicle of globalization. This text surveys the cultural processes of branding, considering the interrelated dimensions of the brand: as a creator of space, time and community, as a form of intellectual property and as a medium of exchange in a global economy. «