Cons:While Branding can be a powerful strategy to craft a unique identity, the irony is that it has, in many cases, achieved just the opposite effect. Despite its intention as a catalyst for generating a distinct message in the global market place, branding has contributed to a growing homogeneity of people and places. Branding strategies fail to establish sensitive connections to particular contexts by imposing standardized forms and formulas on the urban or suburban landscape. By favouring the creation of architectural objects over more comprehensive urban interventions and by severing their identity from the complexity of the social fabric, today’s brandscapes-exemplified by corporate franchises, shopping centres, expositions, and planned residential developments – have resulted in the culture of copy, imitating one another in their offerings and aesthetics.