From dawm 'til dusk brands rule our daily lives -  influencing our decisions and defining our experience of how we clean, dress and feed ourselves as well as how we relax and play.

Lynx or Imperial leather? The Body Shop or Estee lauder? Pret a Manger or Marks & Spencer? Bacardi or Stella Artois? Silentnight or Slumberland? Durex or mates?

Whether we opt for one of these pairings, or indeed an alternative, our brand choices are important for us, even helping to shape our identities in subtle ways, by reflecting how we see ourselves, our tastes and preferences.

This article was written by Mike Tansey, Director, Deloitte UK and published in the Tourism, Hospitality and Leisure Executive Report.

To read the full article:

www.hotelbenchmark.com/pdf/ExecRepJan07Brand.pdf