Branded! outlines the ability of NGOs to affect corporate markets. It shows how the development of certification systems for corporate social and environmental practices has created some intriguing questions: * Why are retail giants paying premiums for ethically-produced products and not overcharging their customers? * How have NGOs gained such power and credibility? * What are the challenges of these new modes of corporate accountability for both NGOs and corporations? * What are the unexpected opportunities for newly accountable corporations? [includes sections on Nike, Marks & Spencer, Grupo Orsa, Green Mountain Coffee Roasters, Wild Oats (part of Whole Foods), Citigroup, Lapa Rios Ecolodge, Tiffany, Wal-Mart, and the tourism sector]