Why is the brand increasingly important for multinational companies and what function does it serve?
69% of three all year olds know the golden arches of McDonald's. Half of all four year olds don't know their own name . Should we worry? Each and every day we are immersed in a swarming consumer culture without truly being aware of it. Are we really aware of our dependence on brands and branding, and how do the companies and corporations behind these brands seek to develop and cultivate them?
In order that I address this issue we must first establish our own definition of the term 'brand'. Brands are personifications of organizations, products, services and experiences. In this way they a…
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