1 The relationship between brands and consumers
Alexandre Duarte
ICNOVA/Universidade Nova de Lisboa
This first chapter begins with an overview of the concept of brands. It discusses its evolution and key milestones in the branding literature, analyzing the role of brands both from the companies’ perspective and in the lives of consumers.
In the second part, this chapter focuses on the consumer, not only his new reality, power, needs, and desires but also his demands, especially in his relationship with brands in this new paradigm in which brands are seen as a social process that emerges from the permanent interactions between all stakeholders.
Finally, political and social consumerism is discussed, where the concepts ...
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