Brands – are they really evil?

ALTHOUGH we can get our sport shoes from almost any department store in town, many of us prefer to acquire them from Nike or Adidas outlets. You may be among those who choose to wear Zara clothes, but not MNG ones. What do all these labels have in common? 

Consumers associate a brand’s image with a number ofthings. For example, most consumers are likely to associateCoca-Cola with the United States, the colours red andwhite, and the slogan “the Real Thing” – AFPpic