In Naomi Klein’s essay “No Logo” the author tells us about how logos have replaced products, thereby
creating something known as “branding”. Klein tells us about how this started as a means of insuring
that consumers were getting the real deal, not one of the imitator products. And that during this time
period, the primary goal of several companies was the production of goods and services, so that they
could sell these to the public, and this was the “very gospel of the machine age” (Klein 275). And this
remained the core concept, until the eighties, when “a consensus emerged that corporations were
bloated, oversized; they owned too much, employed too many people, and were weighed down with
too many things”(Klein 275). And this caused many company leaders to believe that producing and
being responsible for their employees “began to look less like the route to success and more like a
clunky liability” (Klein 275). And the way that businesses survive is by adapting to the new way the world
works, and this is the reason why many company leaders began the path to a world of nothing but
logos. And all of this started from an idea that was created because of necessity, and then it became
very popular, and now almost all companies now put logos on their products. But that was not the end
of that, because the underlying reason for this was the search for a way to make a company weightless,
and the gospel of this era was as Klein put it, “ whoever owns that least, has the fewest employees on
the payroll and produces the most powerful images, a opposed to products, wins the race”(275). And
the marketing managers of the companies changed the role of advertising “from delivering product
news bulletins to b...
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...was the secret, it seemed, of all the success stories of the late
eighties and early nineties. Based upon what Klein tells us, “there never really was a brand crisis-only
brands that had crises of confidence”(280) In other words, Klein believes that the branding process
never had any sort of crisis, because the idea still survives, but individual brands did suffer crisis, but in
the end, the only thing that matters is the process, “the war on public and individual space: on public
institutions such as schools, on youth identities, on the concept of nationality and on the possibilities
for unmarked space”(275).
In conclusion, the branding process was created for the survive of one group of people, but it
holds the leash and is able to fully control many groups of people. And a war that still continues, and has
continued for two centuries.
crisis did hurt the company but their response was quickly active, they went directly to the media
Klein, Naomi. "Chapter Seven." No Space, No Choice, No Jobs, No Logo: Taking Aim at the Brand Bullies. New York: Picador USA, 2000. 143-64. Print.
More important than product, people, and advertising, branding is going forward as one of the most important factors in a business. While Klein has a bias against branding and wishes the reader a word of warning, in this specific essay she focuses on what branding means for the future. Klein starts off her minor claims with the bloating of corporations. “A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down by too many things (Klein 769).” Through the use of branding, these same businesses could cut down all of their problems and payrolls through importing and simply putting their brand name on the product. Then when the dreaded “Marlboro Friday” happened, and it seemed that all brand significance was for naught, Klein showed us examples of businesses that thrived from a new age of marketing. “For these companies, the ostensible product was mere filler for the real production: the brand (Klein 774).” With brand driven marketing rather than product driven sales, businesses soared with selling the idea of their products more than their products quality. Using the example of Starbucks, Klein also supports her claims of branding not through marketing but weaving its name into products and culture. “The Starbucks coffee chain was also expanding during this period spinning its name into a wide range of branded projects: Starbucks airline coffee, office coffee, coffee ice cream, coffee beer (Klein 775).” By spreading its name not through marketing, but through spreading the brand through new and different products Starbucks found success in turning their brand concept into a virus and sending it through cultural sponsorship, political controversy, consumer experience and brand extensions. These forms of image building could make a company like Starbucks successful with branding over
There are several types of branding strategies that companies use when branding an item or service: multiproduct, multibrand, reseller, co-branding, and mixed. The scenario in this assignment, presents a proposition by the Vietnam government to the Stanford Medical Center. This would include a co-branding arrangement in which Stanford would manage the facility and send several of its clinicians to guide and instruct the Saigon facility doctors and nursing staff. The purpose of this paper is to 1) discuss the various types of branding strategies, 2) present risks to be considered in accepting the arrangement, 3) discuss the benefits of co-branding and whether or not the arrangement outweighs the risks associated with today’s
If companies wanted to be successful in the marketplace, then they needed to understand the idea that their true product was not their product, but a lifestyle and the meaning of life itself. This is lifestyle branding. This philosophy explains why we see products internationally and specifically marketed toward teens and young adults. Lifestyle branding is why we are hearing more and more of sweatshops, “McJobs”, and the quality of the product diminishing. Nearly every corporation in America has been McDonaldized: where companies sacrifice individualization in employees and quality products for cheap, mass-produced, assembly line production. The promise of choice seems to ironically create less choice. No logo is the spirit of anti-corporate resistance. The process of branding in its simplest form is
Drucker, Johanna, and Emily McVarish. "Corporate Identities and Inernational Style." In Graphic Design History: A Critical Guide. 2. Reprint, Boston: Pearson, 2013. 247-257.
The brand identity building process is complex. This is especially true for organizations that offer a range of services and products. The process entails extensive research, including market research, marketing audit, competitive audit and usability, and a clear branding strategy. Furthermore, a brand identity is only truly successful when customers closely identify with the brand. This happens when a brand caters to customer requirements and preferences. Marketers have to keep this in mind and ensure that the brand identity is aligned with, and relevant to, its customers.
Van Der Werf Selgino, Martin. "Activist Seeks Probe Into Logo Apparel Sales." Chronicle of Higher Education 20 April 2001: A 46-47.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
In the essays that we have been reading, there is a consist theme that has been occuring. This consist theme has been that there are people who are in power, and that their conscience has been covered by hot iron, becuase their minds are being controlled by their love for money, and that they have screwed up the way that the world works in the pursuit of money. The first assignment that we had was to watch the “Story of Stuff” and then had to talk about it. In the “Story of Stuff”, the main idea was that corporations cared about one thing and one thing only, making the most money, even if that meant destroying human lives and destroying the planet. In the next assignment, we had to read Naomi Klein’s essay “No Logo”, in which she tells us that the corporations found that they could make money without making any products, instead they made something called “brands”, which were nothing but concepts that did not require them to make the actual products. So instead they had several companies that treated their workers without any respect, but could make the products for the corporations at cheap costs. And in the essay “Iron Maiden” written by Jacobson and Mazur, the authors tell us about how the media has created an environment in which women honestly believe that only when they buy “brands” and torture their bodies to the horrors of unnecessary cosmetic surgery. And all of this is because there is a group of people, who have their morals controlled by their love of money, and that they have a race for who can own the most things and that nothing can get in their way, and all of this is shown by the essays that we have been studying.
It has become impossible to avoid marketing and branding. Everywhere a consumer turns, they are being persuaded and influenced by all sorts of symbols, logos, slogans etc. These aspects of a brand create the culture we live in. “The effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brand the star. It is not to sponsor culture but to be the culture.” 30 no logo. Humanity has become one large sponsored event, making it impossible in order to escape.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
The author actually wrote in this article that, “after years of helping companies build their brands, I’m still baffled by the reality that so many smart business people still don’t understand the power of a brand.” At first I was irritated with this statement and worried that the rest of the article would just be egotistical praise on the author and his vast knowledge. I was glad that he recovered and redeemed himself in the next sentence by stating that, “it was the first time [he] realized that the one thing that has the most dramatic impact on the success or failure of a modern-day business is also the least understood.
The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.