The more our world is dominated by mass media, mass production, mass markets, the greater need for producers to identify their products and services to distinguish them from others and grab our attention. This is the original role of branding , which, although far from being a new phenomenon, has evolved to such an extent that the word itself has become ubiquitous you see it everywhere consumer brands, high street brands, virtual brands, corporate brands, personal brands, celebrity brands, household brands, sub-brands . . . . These are just a few of the various different categories of branding. This section reviews these and discuss the various roles that branding plays particularly for corporate image and fast fashion .
In modern society human beings instinctively want to be unique and identified as individuals. The more our world is dominated by mass media, mass production, mass markets, the greater the desire for individuality. The conventional identification for a person is their given name and surname. Individuality requires making one s own choice, however, and therefore we ascribe other labels of identification on others and ourselves in addition to our formal names . So much so that labels such as nicknames, coats of arms, tattoos, furnishing, language, our living spaces, entertainment haunts and the clothes we wear make more statements about who we are than our names and initials do (see Consuming Experience).
In a...
TABLE OF CONTENTS 
