The life story of Hala El-Abasiri, a young woman from Maadi and a graduate of the American University in Cairo, is one of a life spent working and moving between the ranks of various brand giants. She learned how to build a brand and began devising strategies for the companies she worked for, focusing on how to generate more revenue by offering products of the same quality as other local products simply because they bore the brand name. The pervasive influence of brands in our lives is a significant factor influencing both individual and collective economics. We've become obsessed with them, as they say, dreaming of wearing a specific brand or using a particular type of makeup. As we'll see later, they spend billions to make you feel unique, as if no one else has worn or used this product. The cost of the product itself is the same, but the brand determines its price. People no longer care about product quality as they once did; instead, the brand now defines an individual's social standing in a society that has forced this upon them because it no longer prioritizes quality. Quality in everything is paramount; the brand is what matters. It's no longer important what you had for dinner or how good the food was, but rather the name of the restaurant, the type of car you drive, the neighborhood you live in, the name of your school or university, or the name of your favorite café. Millions of things surround us, from which we drink our morning coffee, all revolving around brand culture.