Question: Brands have become a ubiquitous and omnipresent phenomenon in our contemporary world. They are indispensable for companies and consumers alike. Critically discuss this contention. REQUIRED: HOW TO APPROACH THE ESSAY: In order to answer the question you should explain why (you believe/think) brands have become an important issue for managers and consumers and such widespread phenomenon within society in general. You should develop a coherent and balanced argument why you believe/think this is the case (i.e. do not settle for the first possible reason/explanation you come across but the most convincing ones to you and seek to include more than only one reason/explanation with evidence in support of your essay). This also means that based on your explanation and line of reasoning you should come up with possible positive and negative implications of this development for companies, consumers and society at large. In this assignment you need to draw on the key issues, perspectives and concepts introduced via references. You need to support your answers with appropriate academic sources (i.e., academic articles presenting concepts/theories and articles reporting empirical research studies) and may provide examples (from business practice/daily life/news and media sources) in order to show your understanding and in support of your line of reasoning advanced in the essay. the assignment must include a title page (with the title of the question) and a list of references, which includes all articles, books and other sources you have used and cited in the body of the text. You must follow the Harvard style of referencing. You must check your essay for errors in spelling and grammar using Standard English (which is British English and not American English or other derivatives; e.g. colour not color, organisation not organization and so on). The coursework needs to be written in an academic style.