Titlebook: Brand Storming; Managing Brands in t Michele Fioroni,Garry Titterton Book 2009 Palgrave Macmillan, a division of Macmillan Publishers Limit

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The Brand as a Social Phenomenon and Cultural IconNothing is any longer immune from brands. Even the fantastic world of fairy tales, represented these days by cartoons, is profoundly pervaded by them. Every representation of modernity, be it real or imaginary, takes place in a setting of brands, with brands an integral part of the narrative process.

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Performance Anxiety and the Illusion of QualityThere are three elements which all brand definitions have in common, and they are the functional and emotional attributes and the promise offered by the product, understood in terms of expectations, guarantee and safety.

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