Summary Of No Logo By Naomi Klein

In Naomi Klein’s “No Logo”, she demonstrates the historical development beginning with the shift from selling products manufactured in local factories to the marketing of brands that become identified with culture itself. She suggests that products are made while brands are sold. Klein incorporates that the shift to brand marketing began with an invasion of cultural space so that billboards, magazines, television and radio commercials, clothing logos, music and cultural events, celebrities, schools and other institutions promoted and admired the brand in such a way that consumers began to view brands as identical with their cultural identities. Corporations became very fixated on their brands that productions became secondary. Therefore, they
turned to methods by which they could minimize production costs. The goal was accomplished by moving factories to third world nations where labor laws and minimum wages do not exist. The impact on the middle classes in developed is devastating. Klein uses Nike as an example of a company using third world labor to produce its products. She adds that a backlash has begun that includes culture jamming and protests. Klein ultimately includes that she sees potential for consumers to reclaim their independence and freedom of choice, to press for human rights world-wide and to gain back their cultural identities.