Branding In Naomi Klein's From No Logo
In the article From No Logo, writer Naomi Klein wrote in regard to a concept called branding. In this article, she explained that in modern days, “branding” is more paramount for a company than truly producing a good or service. Klein interpreted branding, as marketing the company’s brand, and not the product. Ordinarily, the company marketed the product, but this changed “in the second half of the nineteenth century...” She also communicates to her readers, regarding branding being more successful when the company spends an excessive amount of money. For example, “The more you spend, the more your company is worth.” Klein also writes on consumers buying the brand and not the product. Therefore, spending more on a product “...that they [consumers]
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In the article Klein writes regarding the positives to spending a large quantity on branding. For example, she writes with regard to the Kraft company and how it sold for six times more than it happened to be worth. Klein addresses that “The price difference, apparently, was the cost of the word “Kraft”.” All in all, this example explains what it is to spend an excessive amount of money on branding, or marketing. Nevertheless, there are negatives to only branding. For instance, marketing for only a brand can mean not caring as much about the product that a company sells. As I stated before, Klein states that people can’t tell the difference between name brands and off brands, resulting in a loss of sales for the name brand.
It is rare that I consider buying a product, because a brand is famous, or marketed well. When I do consider buying a product from name brand companies, I expect a higher quality of product from them. Occasionally, in my opinion, a consumer can get high-quality products from the name brands, such as the Nike products; but as Klein wrote about, most of the money goes to advertising and the product is left to be produced in places like China. Now, I am not saying that China doesn’t produce good products, but they don’t care about the products as much as the people that produce products in
In the article Klein writes regarding the positives to spending a large quantity on branding. For example, she writes with regard to the Kraft company and how it sold for six times more than it happened to be worth. Klein addresses that “The price difference, apparently, was the cost of the word “Kraft”.” All in all, this example explains what it is to spend an excessive amount of money on branding, or marketing. Nevertheless, there are negatives to only branding. For instance, marketing for only a brand can mean not caring as much about the product that a company sells. As I stated before, Klein states that people can’t tell the difference between name brands and off brands, resulting in a loss of sales for the name brand.
It is rare that I consider buying a product, because a brand is famous, or marketed well. When I do consider buying a product from name brand companies, I expect a higher quality of product from them. Occasionally, in my opinion, a consumer can get high-quality products from the name brands, such as the Nike products; but as Klein wrote about, most of the money goes to advertising and the product is left to be produced in places like China. Now, I am not saying that China doesn’t produce good products, but they don’t care about the products as much as the people that produce products in