AEG, Coca-Cola, Milka, Siemens, Telekom - brands like these populate our daily lives in such an obvious way that we hardly notice them, even though they are omnipresent. Whether it’s a product or a service, we constantly rely on them, trust them, and depend on them. Sociologically, this represents a highly interesting phenomenon. But how can brands be described sociologically? Until now, it has been the responsibility of marketing to engage with brands scientifically. This study presents a research program that aims to explore the phenomenon of "brand" - understood as a specific form of communication - for sociology as well. Using central concepts from economic sociology such as market, advertising, and consumption, initial connections are developed. The goal is to create an independent sociology.