ABSTRACT
This chapter explores contemporary consumer culture in which commodities, advertising and branding are increasingly significant to the experience of society. Developing tourism as part of the local and regional economy involves increased deployment of advertising techniques. Consumer culture is marked by the mass production and consumption of goods which has gathered speed at least since the early days of the industrial period. Consumption has come to be recognized as an increasingly significant element of contemporary society. Consumer culture, according to Ritzer and Jurgenson, draws the attention to the norms, values and meanings associated with a society dominated by consumption. Brands are important to consumer culture and the process of creating brands has been explored. The chapter presents a case study of city branding, exploring as an attempt to change not only perceptions of places but also of lives lived there and more generally of people's real experience of the world.
