Case study question: What do you understand by the terminologies of the postmodern consumer and ethical branding? Discuss with a relevant case study which reconciles the. 5) Concepts to be used: Brand Love, Brand Hate, Ethical branding and postmodern consumer,Introduction i.e. definition of key terms and area, direction of essay, problematization of the topic under scrutiny Literature review and critique (demonstrating the breadth and depth of literature you have covered). In-depth case study and analysis with respect to the two issues/concepts chosen.