ABSTRACT
Brands have become important elements of youth and popular culture in our society, which educates and fosters more brand-dependent consumers than any other constructing cultures and societies that are heavily influenced by brands and the importance of symbolic consumption. The aim of this study is to enhance understanding of what brands mean at the peak of their influence, and the focus is on their relationships with teenagers aged between thirteen and fifteen. Brand consumption is known to have an important role especially in early adolescence when children start to form their identities.
