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The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these changes and to prescribe specific modifications that should be made to the brand and its implementation.

To better understand the evolving consumer a anthropological approach was employed. A variety of recent studies were considered and it was determined that today's consumer has three prominent needs: knowledge, authenticity, and personal experiences. The paper posits that creating positive experiences, via knowledge and authenticity, represents the next evolutionary phase of brand success.

Based on this new perspective on branding, the paper offers the following recommendations to brand managers and CMOs: discern the nature of the relationship customers want with the brand; position brand managers as spiritual leaders; speak to the end‐user through experiences and metaphors; create a master narrative that reflects the company's core value and is operationalized through the brand; apply the paradox of transparency; build your brand from the inside out, by encouraging employees to be advocates; and examine your current and desired brand personality.

The recommendations and examples of implementation offer the brand manager a roadmap to success. Although these changes would require the support of top management, the benefits are apparent.

It is critical that brand managers both understand and embrace the changes that are occurring within the consumer sector of society. More importantly, these managers must develop strategic and sound principles and practices that respond to these changes. This paper identifies these changes and offers solutions.

Investigates the differences in protocols between arbitral tribunals and courts, with particular emphasis on US, Greek and English law. Gives examples of each country and its way of using the law in specific circumstances, and shows the variations therein. Sums up that arbitration is much the better way to gok as it avoids delays and expenses, plus the vexation/frustration of normal litigation. Concludes that the US and Greek constitutions and common law tradition in England appear to allow involved parties to choose their own judge, who can thus be an arbitrator. Discusses e‐commerce and speculates on this for the future.

Not many weeks back, according to newspaper reports, three members of the library staff of the School of Slavonic and East European Studies in London were dismissed. All had refused to carry out issue desk duty. All, according to the newspaper account, were members of ASTMS. None, according to the Library Association yearbook, was a member of the appropriate professional organisation for librarians in Great Britain.

Globalisation is generally defined as the “denationalisation of clusters of political, economic, and social activities” that destabilize the ability of the sovereign State to control activities on its territory, due to the rising need to find solutions for universal problems, like the pollution of the environment, on an international level. Globalisation is a complex, forceful legal and social process that take place within an integrated whole with out regard to geographical boundaries. Globalisation thus differs from international activities, which arise between and among States, and it differs from multinational activities that occur in more than one nation‐State. This does not mean that countries are not involved in the sociolegal dynamics that those transboundary process trigger. In a sense, the movements triggered by global processes promote greater economic interdependence among countries. Globalisation can be traced back to the depression preceding World War II and globalisation at that time included spreading of the capitalist economic system as a means of getting access to extended markets. The first step was to create sufficient export surplus to maintain full employment in the capitalist world and secondly establishing a globalized economy where the planet would be united in peace and wealth. The idea of interdependence among quite separate and distinct countries is a very important part of talks on globalisation and a significant side of today’s global political economy.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.