What would people think of me if I drove a Mercedes? Am I more "Gucci" than "Nike"? Is this the right time to drink a Coke? Our brand choices say a great deal about us as individuals. This illustrated book takes a lighthearted look at how brands behave, how they gather associations and what they mean to the people that buy them. Through a series of snapshots of the products or advertisements of key companies such as Coca Cola, Levis and McDonalds, this work focuses on the links between brand and consumer behaviour, decoding hidden messages and analyzing marketing strategies. Brands are grouped by their key characteristics: some promising authenticity and reliability, others offering technological empowerment or a luxurious lifestyle. Brands and their meanings - formed as much by consumers as they are by product designers or marketing directors - are also shown in a global context, forming a common language which is subtly adapted to suit local tastes and aspirations.