ABSTRACT
The more the world is dominated by mass media, mass production, mass markets, the greater the need for producers to identify their products and services in a way that distinguishes them from others and grabs consumers' 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, sports brands, celebrity brands, household brands, sub-brands-these are just a few of the various different types of brands. This section reviews these categories and discusses the various roles that branding plays, particularly for corporate identity and 'fast fashion' retailing.
