concept of the brand

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How does the concept of the brand invite us to re-evaluate the relationship between producer and consumer? Discuss with reference to relevant theory.
Clearly an important shift has taken place in terms of consumption which forces us to rethink the relationship which exists between the consumer and the manufacturer/producer (and the marketer); in what ways does branding lead to this being mediated differently ?
The paper should explain how and why the consumer is more likely to buy a specific brand more than a product in our contemporary society. The consumer is looking for the feeling and the reputation that a specific brand can give him instead of the actual product he is buying.

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