The topic of this book is new and innovative, as it merges two different and usually separated domains - the brand and the supply chain. Why is it relevant to propose a new perspective merging these two domains? Brands are evolving from cultural symbols to educators, infl uencers and agents of social change. In this evolution, their supply chains are increasingly under scrutiny from a variety of external stakeholders seeking information that includes, and frequently exceeds, what the companies are legally obliged to disclose and communicate.