Their new book tells the compelling story of how material objects such as watches and sportswear have become powerful cultural symbols, and how the production of symbols, in the form of globally recognized brands, has now become a central goal of capitalism. provides an empirically and theoretically rich examination of the ways in which these objects - from Nike shoes to Toy Story, from global football to conceptual art - metamorphose and move across national borders. This book is set to become a dialectic of enlightenment for the age of globalization. It will be essential reading for students and scholars across the social sciences.