The death of the brand? Challenges facing international brands in the 21st century - an analysis with examples and recommendations

The thesis explores the pervasive influence of brands in contemporary society, highlighting their evolution from mere business entities to cultural symbols that shape our identities and values. It examines how brands like McDonald's and Google reflect societal changes and dominate various aspects of life, including work and public spaces. The concept of a "brandscape" is introduced, emphasizing the global presence of brands and their role in creating a sense of familiarity across different cultures. The work also touches on the implications of branding for individuals and nations alike.