Deals with brands and brand identity, outlining their historical origins and their increasing centrality in consumer culture. This work introduces: the origins of brands; naming and brand image; how semiotic theory can be used to analyze brand image; brands and consumer culture; advertising campaigns; and the anti-brand movement.

Many attack pop culture as a crude 'sexual' and 'celebrity-based' culture that is purportedly bringing about the end of moral values. Renowned semiotician Marcel Danesi adds his signature insight to the debate by delving deep into pop culture through a consideration of symbols. Danesi's treatment of letters, such as the X in 'X-Rated, ' the 'i' in 'iPod, ' and other such symbols, reveals an ancient mythic structure that blends the sacred and profane dimensions of human psychic life. Danesi takes the reader on a remarkable exploration of the radical turns in American society, a society in...