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In recent years, more and more attention has been given to the analo‐ gy between the most recent trends in branding and the practices associ‐ ated with religion. It is a matter not only of the development of forms of interaction (such as multiple meanings, integrity of action, liminal char‐ acter2), but also of developments in the role of the brand. A brand is no longer merely the label of a product, but has become a factor in person‐ al stimulation and the establishment of interpersonal relations. This is why the brand is more and more often seen within a religious context.3 As a matter of fact, branding has begun to have a sort of transcendental dimension, entering “willy ‐nilly” into the sphere of philosophy and the‐

The Ritual Character of the Brand: the Challenge of the New Spaces between Consumerism and Religion