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 …

…will replace cultural functions normally ascribed to writers, musicians and artists. Our dreams and desires for a better world are no longer articulated by JFKs nor generated through personal epiphanies - they are now the intellectual currency of Pepsi and Diesel. We used to have movements for change - now we have products. Brands may befriend us, console us, inspire us, but the relationship comes at the highest price imaginable - the loss of self ".