The goal of the presented research is to show that in today's world brands not only organize the way we perceive and categorize the world, but it is indeed them that create and construct not only what we see as the surrounding reality, but also ourselves in the social environment. It is brands which tell us who we are, what we believe in, where our paths lead. Both qualitative techniques (i.e. Individual In-Depth Interview (IDI) and photo elicitation (semiologic interpretation)) and quantitative analysis (questionnaires) were used in this research. In order to operationalize and organize the qualitative part of the research, an innovative categorization of brands to taxis (intentionally constructed brands) and cosmos (spontaneously emergening brands, e.g. ecologism) was used. Additionally, tools were created to measure the respondent's knowledge of the brands and his level of identification with them.