In Europe, we stayed several times in rental apartments we found through the invaluable VRBO website. One advantage of these apartments is that we can cook breakfast, avoiding the high-priced breakfasts at many hotels.
So I found myself shopping for orange juice in Austria, with a number of choices at hand, but none recognizable to me. Skeptics of capitalism often point to branding and brand-based advertising as particular wastes of resources. But I would have loved to see an orange juice brand I recognized. Brands are essentially a guarantee of predictability -- whether I like the taste or not, I know what a Big Mac will taste like in Omaha or Beijing. Brands are an enormous aid to shopping and making choices, and in this manner create real value for us as consumers. I missed recognizable brands when I was in Europe.
PS- Coca-Cola and Pepsi are obviously the exceptions to this predictability game. Diet Coke, called Coke Light in Europe, tastes entirely different in Europe than it does in the US -- in fact it tastes more like what Diet Pepsi tastes like in the US. Which is ironic, and fitting I guess, because Diet Pepsi in Europe tastes a lot like American Diet Coke.