This program addresses what a brand is, the power of branding, what makes a brand, the creation and evolution of brands and the influence of brands. It defines and gives examples of corporate, family, individual and personal brands. Teens on a city street ask various passers by to identify brand marks and give their opinions about the influence of brands on their purchasing practices. A branding and marketing expert points out how branding is more than a product and involves a vision or idea that requires a strategy for engaging consumers. He also discusses the relationship between brands, historical contexts and societal values.