Purpose – The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these changes and to prescribe specific modifications that should be made to the brand and its implementation....

Purpose – This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding,...