This chapter focusses on the role of brands in shaping cultural intelligibility and consumer identity. It illustrates how brands, beyond their commercial role, embody cultural categories and stabilise societal norms. Brands are seen as multifaceted entities, serving as signs and symbols within a media-rich consumer environment. In exploring the company, consumer, and societal perspectives, this chapter presents an integrated approach to understanding the intricate relationship between brands and their audiences. This approach considers the complex milieu in which brands operate and the subjective realities constructed through social interactions in the habitus in branding, reflecting on how brands and consumers develop dispositions influencing social expectations. The dynamics of capital are highlighted in the exchange of economic, social, cultural, and symbolic capital, wherein power, often veiled in accepted cultural perceptions, is dissected as a subtle force that both brands and consumers wield.