November 2004


V&A Publications

  • 160 Brompton Road
  • ,

"What would people think of me if I drove a Mercedes?” This question is not unlike the type of questions consumers ask themselves when making any type of purchase. In abc Branded? xyz , Gareth Williams (co-curator of Victoria & Albert Museum exhibition Brand.New) effectively and concisely describes the relationship between brands and consumer behavior. abc Branded? xyz helps the reader decode the “hidden” and “not so hidden” messages put forward by different brands from promises of a glamorous lifestyle to reliability or technological empowerment.

This book analyzes the following leading brands:

  • Louis Vuitton
  • Disney
  • The Body Shop
  • McDonald’s
  • And many others.

Each case study captures clear and recognizable images of brand specific products and advertising. In addition some images include arrows pointing out the important details of a brand’s packaging history and development. In an effort to stress the competitive and global nature of today’s business market, Mr.Williams further illustrates the various facets of a brand’s cross-cultural appeal. Offering a unique insider’s look at a diverse array of brands, Branded? is a must have for any library and a must read for the business-savvy student or professional alike.

Reviewer: Negrete, FIDM Library Staff Member, S.D.