“One of the strengths of a good brand is that it does all it

‘Brands have thus become stalking horses for international capitalism outside the Unites States, they are now symbols of America’s corporate power, since most of the world’s best known brands are American’

(The Economist September 8th 2001)

The worlds top brand at the moment is Coca-Cola grassing a massive seventy billion dollars a year. Other popular brands trailing in Coca-Colas footsteps are Microsoft, IBM, GE, Intel, Nokia, Disney, Marlboro and Mercedes.

‘Brands are the tools with which companies seek to build and retain customer loyalty.’ (The Economist, September 8th 2003)

In order to attain this customer loyalty it requires expensive advertising campaigns and good marketing. A good brand can raise prices, however on the downside brands can fade as tastes change, for example Nescafe has fallen whilst Starbucks has risen. Fashion has a large influence on a brands popularity, a br

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