The term 'cool' is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. 'Cool' in this perspective is precious resource which can be used in brand building. The authors' exploration into its genesis and meaning revealed interesting insights. The concept of 'cool' finds mention in theological discourses of

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... s including Buddhism, Hinduism and Stoicism. However the modern 'cool' originated during the time of slavery a coping mechanism of slaves which later drifted into popular mainstream as counter-culture with shades of rebellion. This study found four perspectives of 'cool' as composure, paradox, good, and cheeky. These use these strands of 'cool' are evident branding efforts of various companies that target the youth market. 'Cool', Brands and 'Cool' Brands