Two sides on branding Essay Example | Topics and Well Written Essays - 1000 words

Two sides on branding - Essay ExampleNaomi Kleins book,as it title implies is a criticism to the proliferation of branding strategies launched by crinkle organisations in order to capture customers.The selection lifted from her book outlined the evolution of branding-from its earliest beginning, downfall, recovery, and recent expansion.The concept of branding, according to Klein, began with the companys recognition that production is not the main core of their operations but marketing. The earliest proponents of marketing give cargon Nike and Microsoft stated that manufacturing is only an incidental part of their operations and that they are not selling products but images of their brands. This early beginnings started a new age of branding previously homogenous, mass-produced commodities replacing the old shopkeeper who traditionally scoops out generic products like sugar, flour, and cereal in barrels. The popularity of Dr. Brown, Aunt Jemima, Uncle Ben, and Old Grand Dad became synonymous with the ascent of branded generic commodities.However, the death of branding came one Marlboro Friday as Phillip Morris is menace by the intense competition from lower priced unbranded competitors. With this happening, a dramatic shift in customers buying behavior was illustrated-from prestige to price consciousness.The article cerebrate with the rebirth and expansion of branding. This phenomenon was lead by payed companies like Body Shop and Starbucks which were able to safeguard and even expand their market share by investing in their brand images. These, together with other successful companies like Nike, began the more rapid proliferation of branded products which does not only market the attributes of the product by created a concept to establish an emotional connection with its clients. Naomi Klein concluded that with this age of branding, customers are easily manipulated by branding tactics as marketers can establish a great brand even with the lowliest produ cts. She argued that instead of focusing on production and improving products, companies are embarking and spending time, effort, and money in creating a good brand for which they ask customers for a premium. The economic expert-Whos Wearing the TrousersThe article lifted from the Economist, hold an antagonistic position on Naomi Kleins book. Though it also recognizes the good arguments raced by Klein, the Economist offer a very different view on what the first author referred to as brand bullies.Basically, the article presented in the Economist can be summed up into two points-the first one being the exaggeration of Naomi Kleins argument on the power of brands, and the second one on the manipulation of the customers by the branding strategies of the large corporations.The Economist recognizes the importance of brands in selling a companys products. However, it claims that Kliens article exaggerated the role of branding in the strategies of the large business organizations. The arti cle turn out this by citing the case of the companies who spent bulk of financial resources in creating a good brand only to fail. As the company treats a brand as one of its primary assets, a brand can also be regarded as liability as it makes a company highly responsible in the damages which it can give to customers.Customer loyalty is not only rooted on their perception on brand. This is evidenced by the recent explore which shows that customers of all ages shift from brand to brand. This also strengthens the claim of the Economist claim that customers are not highly manipulated by companys branding tactics. It is also irrefutable that companies are spending a lot of money to retain their customers and develop their products to safeguard their brand.Between the Two ArticlesNaomi Klein and the Economist hold two seemingly different arguments rough branding, companys performance, and customers. The two articles summarized above show some same