ABSTRACT
Inheraward-winningbookNoLogo,NaomiKlein(2000)remindsusthat wearelivinginabrandedworld.Startingfromtheviewthatthebrandis"the coremeaningofthemodemcorporation,"shedocumentstheglobalspread ofbrandidentitiesmademostsuccessfulinsuchvisualbrandiconsasthe GoldenArchesofMcDonaldsandtheNikeSwoosh.Brandshavespread beyondthespecificcommercialproductlikethehamburgerorrunningshoe toencompassplaces,events,people,activities,andnowgovernments.My hometownofOttawahasgonethroughseveralbrands,mostrecentlyspendingclosetoaquarter-milliondollarstomarryitsnewhigh-techimagewith itsattractivesurroundings.Sadly,itcameupwiththebrandnameTechnicallyBeautiful,tolessthanresoundingsupport.NowtheCanadiannational government,perhapstakingacuefromapopularbeercommercialcelebratingCanadianidentity,ispromotingtheneedtobrandCanada.
