Introduction We live in a capitalist world and multinational brands dominate the consumer market. For the consumer, brands that have been around for many years represent quality, esteem, identity, trust and, above all, a very reliable source of customer support and care. Companies try to promote their brand value through vigorous advertising campaigns. Targeted advertisements improve brand image and increase competitive advantage by providing a brand identity. Companies also use brand extension to increase their profitability by extending the power of their brand image to other product lines. As more powerful brands use their brand equity and exert their muscle to dominate the market, they also face increasing competition from store brands and retailers promoting their products. Ultimately, the goal of all brands is to improve customer equity. From a consumer perspective, the price of the brands value proposition must be considered. A brief overview of some of the important factors related to brands and how they shape or influence consumer behavior would help us better understand the pros and cons of brands. Benefits of Brands As the famous British advertising giant David Ogilvy said, brands represent “the consumer's idea”. of a product [or service]” (Ogilvy, 2004). Brands provide product differentiation and therefore help consumers get what they need. To maintain their market position and improve their competitive advantage, brands must constantly innovate. This is very good for consumers as they have a wide variety of products to choose from. With their specialized resources, brands can meet evolving user demands. The marketing strength of brands also allows... middle of paper......ria.org/dward347.htm>4) Jeremiah McWilliams, (2011), Coco-Cola Spent more than $2.9 billion in advertising in 2010, viewed November 11, 2011,5) Kristof De Wulf, Gaby Odekerken-Schröder, and Frank Goedertier (2005), Consumer Perceptions of Store Brands Compared to National Brands, Journal of Consumer Marketing, Vol. 22 Iss: 4, pp.223 – 232.6) Mark J. Gehlhar, Anita Regmi, & Spiro E. Stefanou et.al, (2009), Brand Leadership and Product Innovation as Business Strategies in Global Food Markets", Journal of Product & Brand Management, Vol. 18 Iss: 2, pp.115 – 1267) Ogilvy, David (2004) Confessions of an Advertiser, London: Southbank Publishing.8) Stuart Roper, Binita Shah, (2007) "Vulnerable Consumers: The social impact of branding on children", Equal Opportunities International, Vol. 26 Iss: 7, pp.712 – 728