The B word

Did you ever think there could be a 5 letter word more potent, more amusing, more outrageous and one that could infuriate the English more than MERDE? Well, now there is: BRAND.
BRAND, unlike MERDE is in fact in English, but it is not in itself English, that is to say, as a concept, there are some who feel the notion to be of the American persuasion. And so, BRANDING Europe is seen to be yet another one of those shenanigans those unclesamyankeedoodlehappybirthdaymrpresidentcocacolaronalsmcdonaldcapitalistswinempirialists get up to when they get tired of storming desserts. *sigh*
Julie Aveline has posed a serious philosophical question: ‘Would you die for your country or for a Gucci bag?’ Citizenship is boring, consumerism is in. Why shouldn’t we dare to explore our collective identities through the prism of the 5 letter B word?
All together now:
Give me a B
B!
Give me an R
R!!!
Give me an A
A!
Give me an N
N!!!!!
Give me a D
D!!!!!!!!!!!!!!
What does it spell?!!!!
MERDE!