Clearly an important shift has taken place in terms of consumption which forces us to rethink the relationship which exists between the consumer and the manufacturer/producer (and the marketer); in what ways does branding lead to this being mediated differently ?
The paper should explain how and why the consumer is more likely to buy a specific brand more than a product in our contemporary society. The consumer is looking for the feeling and the reputation that a specific brand can give him instead of the actual product he is buying.
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