Imagine that the first word your child learns is “Coca-Cola”. How did this become one of the world’s best known words? Through branding a product becomes more than just a product. A concept is built to promote a company´s products and its profile. What can we learn from branding techniques and advertisement? Trademarks that belong to trans-national companies are recognized all over the world. Some are even better known than the product they represent. How do we as individuals respond to branding? Goods are carriers of meaning, associated with beliefs and values we share with each other. Some companies are selling a lifestyle. Is your identity for sale?