What leads the human mind to choose a particular brand over another? What is the true meaning of the word brand? How have, from the point of view of graphic design, the most famous brand in the course of their history? What the future holds for this area? How did large companies such as Apple, McDonaldís, Coca-Cola, Nike and many more to create around their image as wide a variety of consumer? Just reason about a bit and you can see that everything that is sold in fact, is not so much the product itself or services, as a powerful symbolic value: the brand in fact. His goal goes beyond the performance of the commodity because it is aimed at creating consumers.
The first part of the book is devoted to the history of the brand, examining the four main stages and then tracing the origins. The second part deals with how the model of branding is paid to a way of thinking about the brand, the brands have in fact assumed a growing role in our daily lives, and thanks to the analysis of large companies in the world of design and of ëfirm with projects and ideas have marked the contemporary world, and in particular the world of the brand, it is made evident the role leading role that brands play within the contemporary consumer culture. The third part, dealing with the full path model of brand and describing in detail all the aspects that make it up, even modern ones, all ends, in fact, the chapter on identity dynamics that increasingly are taking shape in this world constantly changing and is characterized by dynamism.