- Klein, N. (2000) No Logo. London: Flamingo.
- Olins, W. (2003) Wally Olins: On Brand. London: Thames and Hudson
Plan:
- Introduction - The relationship between branding and consumer itself.
- What is branding and how important it is.
- Kein, N - No logo
- Aspets which affects consumer's decisions.
- The impact of advertisings.
- Conclusion.
- Research about book by Klein, N. + an article about 'Apple iPhones'
During my research I have found a book by Klein, N.
(2000) No Logo. London: Flamingo, which made me realize how much branding, has
taken over the whole world; sport, media, and consumers. The author focuses on
the issues of branding. Naomi Klein describes the behavior and unethical
actions of large corporations such us ‘Microsoft’, ‘Nike’ and ‘McDonald’s’. Klein
successfully argues that the brand allows creating myths and lying to consumers
about the ‘value’ of products, while all the products are often produced in the
same places and having the same characteristics. Furthermore, on the
beginning of the book Klein mentions that branding grew with people mentally
and physically. People started to want only brands without looking at the
quality of the cloths, which means that ‘brands grew
exponentially over the years’. By looking at different articles
about branding and their effects on consumers I have found an article about the
‘Apple phones’ showing how much important brand is for consumers. They have done
an experiment, showing to Apple funs an iPhone with installed Android, saying
that it is new software for Apple. All of them were fascinating with the new
software, saying that, they are going to be first in the queue, when the new
iPhone with the software would come up. This article shows how features,
capabilities and overall look started to become less important for consumers
now. After watching this video clip, you
can realize that consumers do not think at all, they doesn’t have their own
opinion, they are just accepting everything what others are giving to them.
- Advertising
In today’s consumer society, advertising plays
an increasingly important role. It enters into every single aspect of our
lives. Looking at different articles I
have found a polish web page with all the information about the impact of
commercials. The web page is stating
that ‘One of the dangers in modern world, which can easily manipulate with
people’s minds is advertising. Since couple of years the media have appeared on
a permanent basics in people’s houses. Currently our life is very closely
linked to them. Everyday people buy newspapers, they watch television, or even
when they are going out somewhere, almost everywhere the advertisements are
around them. There is no place, where advertising billboards would not
influence our decisions. This is because advertising is the most effective way
of promoting the products, which the brand is offering. Now using the
commercial and posters, brand can easily manipulate with consumer’s minds and
operate human’s subconscious.
- Advertising
