Only for University Scholars Programme (USP) students. Brands are everywhere, woven into the fabric of everyday life. The choices we make, the communities we identify with, and even our sense of self are often shaped by how brands communicate their values and what they represent. Today, brands are more than just commercial entities - they shape culture, reflect societal values, and influence human behavior in profound ways. This course explores branding as a cultural force, examining how brands impact society, reflect cultural identities and ideals, and, in turn, shape human conduct. You will analyze brands as cultural artifacts, considering their broader social, historical, and economic contexts, as well as the roles they play in contemporary life. The course also delves into how branding influences both individual and collective identities, while addressing its ethical implications. Through analytical exercises, writing, and research, you will develop a critical perspective on branding and its far-reaching effects. By the end of the course, you will gain the confidence to engage with brand stakeholders, paving the way for affiliated disciplines in business, design, marketing, communication and cultural studies.