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How can we critically account for the rise of branding in recent years? What are its causes and consequences? Use at least three examples to illustrate your argument.

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Rise of branding
The term brand and branding are marketing technologies that are understood to stand for distinct marketing practices that are intended to link products and services with cultures that resonate with them via the use of images and narratives.Branding has been around for many years. Traditionally, the branding activities took a direct approach as consumer tastes were disciplined. In the recent past, branding has taken a different approach, an indirect approach. In the recent past, branding is practiced by installing definite sets of relations between the consumers and the products and services.This branding is achieved through a construction of a particular ambience that comprises sensibilities andvalues. Branding is no longer associated with a given commodity.Instead, itencompasses the consumption process and the ‘virtual context’ that defines the consumption process in its entirety. With the branding issue turning more flexible, branding is increasingly being called upon to fix the cultural meanings associated with consumption, albeit temporarily and in a tentative manner (Page 182).
Branding has grown in the recent past, and its boundaries broken as it now includes individuals. Self-branding is a new concept via which people are being packaged as brands. This brand is defined as a projection of what the society perceives a person to be and is biased based on expectations and other factors at the …

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