Part I: Theoretical Considerations
1. Introduction: Thinking About Brands
2. What is a Brand? A Semiotic Analysis
3. Brands and the Psyche
4. Brands in Society, Society in Brands
5. Marketing Brands
6. Brands in History, History in Brands
7. Language and Brands
8. Visual Branding: Logos, Icons and Images
Part II: Applications
9. The Branded Self
10. San Francisco as a Brand
11. Japan as a Brand
12. Brand Competition: Cruises
13. Brand Sacrality
14. Brand Discourse
15. Brand and Myth
16. Coda.