This grim picture has been made popular by many recent anti-branding books. This argument has been most forcefully stated in Naomi Klein’s book, No Logo: Taking Aim at the Brand Bullies. Its argument runs something like this in the new global economy, brands represent a huge portion of the value of company and, increasingly, its biggest source of profits. So companies are switching from showcasing product features to marketing aspirations and the dream of a more exciting lifestyle.
Historically, building a brand was rather simple .A logo was a straightforward guarantee of quality and consistency, or it was a signal that a product was something new. For that, Consumers were prepared to pay a premium. Building a brand nationally require little more than an occasional advertisement on a handful of television or radio stations showing how the product tasted better or drove faster. There was little regulation. It was easy for brands such as Coca Cola, Kodak and Marlboro to become hugely powerful. Because shopping was still a local business and competition limited, a successful brand could maintain its lead a high prices for years. A strong brand acted as and effective barrier to entry for competing product.
Consumers are now bombarded with choices. They are also harder to reach. They are busier, more distracted and have more media to choose from .They are “commercial veterans” experiencing up to 1500 pitches a day. Many companies in USA wrote the rules. Those focus on the product and where to sell it, not the customer. The new marketing approach is to develop a brand not a product to sell a life style or personality, to appeal the emotions.
Origin: Intelligent Business Coursebook
Summary
Consumers are now bombarded with the choice of brands. They face the advertisement up to 1500 pitches a day , But these brands are blame as evils that manipulate the consumer to buy them with a higher premium. Brands are developed from showcasing product features to marketing aspiration. While the consumers have less time , they are busier and more distract in global economy nowadays. Brands stand for a guarantee quality and consistency. So they are being manipulated into buying brands.
Response
Nowadays, we are in the brand’s competition. This passage is one of the most nearest fact in our life. You can’t refuse that there are many advertisement you found in 1 day. How can you believe them ? Are you surely that is true ? I suggest you to think before you believe someone . This is why I choose this passage.
Miss Ladawan Nitkitsomboon
ID:1500101561
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