La marca entre empresa y sociedad

Abstract

In contemporary societies, brands play an important role in both the enterprise world, and in the wider cultural and social context. It has been a long time since companies do not consider enough just communicating the existence of any given product nor informing about it’s characteristics. Nowadays, it is categorically imperative for a product to communicate an efficient brand identity to the public. Furthermore, from a sociological perspective, it is considered that the imaginary worlds proposed by brands are able to produce significant effects on moral values and cultural identity.