ABSTRACT
Think about the clothes you wear, the music you like, and the products
you buy. Among all of these things you have choices you make based
on certain attitudes and qualities that appeal to you. In some ways,
these things even go so far as to defi ne aspects of who you are and
the broader culture that you belong to. The most successful brands
often become timeless icons of culture — think VW, Coca-Cola, MTV and
Apple.
