Brand building  is a process of earning commitment of the consumer to the brand. And this would require (since brand is a emotionally loaded knowledge structure), getting highly personal and positive meanings (even forbidden ones…..like “lambada”) projected onto the product; thus becoming the “other self” of the consumer. A brand then is an embodiment of projected meanings of a consumer and thus reflection of his self image. A brand then has to be like a mirror, a mirror which can show the consumer his “wanted reality”.