Bernd Kreutz
Brands & Desires

Brands identify products and services.
Yet a brand is much more than a
“brand name” or a “brand logo” on
a “brand-name product.”

Brands reflect individual and collective
desires that go far beyond a product’s
utilitarian benefit. Brands are found in
every business and in every market.
And the sense of fascination they evoke
is the key to their success of such brands.

“Brands & Desires” presents twenty-five
vivid examples of the link between
brands and desires.

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