Even Marx pointed out that products undergo a transformation as soon as they are introduced to the market. Goods become fetishes, filled with metaphysical subtleties and theological quirks. In light of this, when we look at today's consumer society, it is primarily brands that carry a fetishistic character. Whether it’s Coca-Cola, Google, or the iPhone: certain brands exude an enormous fascination, radiating a special aura that captivates us as we take pleasure in them. In short: brands have become the fetishes of consumption. The eponymous volume examines, from a sociological perspective, the functions and effects that brands have on consumers. The brand as a medium - the sociality of the brand - brand invasion! Brand inflation? ...