In the consumer goods industry, branding is crucial to market penetration. Using Alessi's superlative line of home furnishings and Nestlé's well-known Nescafé coffee as examples, modules one and two of this program seek to understand the cachet that surrounds brand names, which gives the products associated with them an added appeal. Module three goes inside the U.K. offices of advertising giant Young & Rubicam to investigate how brands are developed and maintained.

*Part of the Series GLOBAL BUSINESS: New Ways to Improve the Bottom Line