Summary of Chapter 1: No Logo
The first chapter of the book "No Logo" from Naomi Klein talks about the increase of brands in society, brands as images ad the difference between brands and advertising .
In the new branded world the successful corporations must primarily produce brands , as opposed to products: one brand are many products.
Companies like Nike, Microsoft or Intel started to sell images of their brands, not things, so the real work was the marketing, not the manufacturing; the best known manufacturers buy products and brand them. A brand is a way of living or an idea, a look, a set of values or an attitude .
This was the time when the people understood that they were selling brands before products.
Branding can not set equally with advertising, branding is all about corporate transcendence whereas advertising is hawking products.
Then in the 1940's there was a burgeoning awareness that a brand was not just a mascot or a catchphrase, it was that the company as one could have a brand identity or a "corporate consciousness".
A reputation in public consciousness was KRAFT which was sold in the 1980's, six times its original value.
When the ad expenditure in the USA increased it was all about to increase the marketing lifestyle. In 1994 the ad industry made it out of the crisis again and had a really good year with a good development
The first chapter of the book "No Logo" from Naomi Klein talks about the increase of brands in society, brands as images ad the difference between brands and advertising .
In the new branded world the successful corporations must primarily produce brands , as opposed to products: one brand are many products.
Companies like Nike, Microsoft or Intel started to sell images of their brands, not things, so the real work was the marketing, not the manufacturing; the best known manufacturers buy products and brand them. A brand is a way of living or an idea, a look, a set of values or an attitude .
This was the time when the people understood that they were selling brands before products.
Branding can not set equally with advertising, branding is all about corporate transcendence whereas advertising is hawking products.
Then in the 1940's there was a burgeoning awareness that a brand was not just a mascot or a catchphrase, it was that the company as one could have a brand identity or a "corporate consciousness".
A reputation in public consciousness was KRAFT which was sold in the 1980's, six times its original value.
When the ad expenditure in the USA increased it was all about to increase the marketing lifestyle. In 1994 the ad industry made it out of the crisis again and had a really good year with a good development
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