No Logo: Taking Aim at the Brand Bullies by Naomi Klein Summary & Study Guide by BookRags
Naomi Klein: No Logo - Corporations, Lawyers, Contractors, and Advertising Agencies (2000)
No Logo: Taking Aim at the Brand Bullies Summary & Study Guide
Consumers have become nothing more than pawns of huge multinational corporations that determine, in large part, what is seen, heard, read and worn. Author Naomi Klein sketches the historical development of this phenomenon, beginning with the shift from selling products manufactured in local factories to the marketing of brands that become identified with culture itself. Indeed, products are made while brands are sold. 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 idolized the brand in such a way that consumers began to view brands as synonymous with their cultural identities. Corporations became so fixated on their brands that production became secondary. In an effort to maximize funds for brand promotion, therefore, they turned to methods by which they could minimize production costs.
Dienstag, 9. The more an industry is possible to produce, the higher the income is after all. As brands start to open, the focus seems to drift from the manufacturing, towards the marketing, which is the real goal of all brands. Branding includes the advertising of the project, the sponsorship, and the logo licensing. As more and more brands were asked, the faster the industry had to produce the products. Brand-based products are therefore made mostly in factories.
First published by Knopf Canada and Picador in December ,   shortly after the WTO Ministerial Conference protests in Seattle had generated media attention around such issues, it became one of the most influential books about the alter-globalization movement and an international bestseller. The book focuses on branding and often makes connections with the alter-globalization movement. She pays special attention to the deeds and misdeeds of Nike , The Gap , McDonald's , Shell , and Microsoft — and of their lawyers, contractors, and advertising agencies. However, while globalization appears frequently as a recurring theme, Klein rarely addresses the topic of globalization itself, and when she does, it is usually indirectly. She goes on to discuss globalization in much greater detail in her book, Fences and Windows The first three deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to fight back.
New corporate philosophy is this: products are made in factories; brands are what consumers buy. Promoting a brand is, moreover, an expensive business. There is both physical and air space to be purchased if the brand is to thrive. Because a corporation has to allocate its financial resources in a way that returns the greatest profit, it became obvious that production costs had to be reduced. The means to do this were found in third world countries, where cheap labor could be acquired, allowing, in some instances, as much as a four hundred per cent markup on the product once it returned to the developed, consumer-driven country. This markup allowed top executive salaries and amounts needed to expand "brand space" throughout a country. Nike was the first corporation to adopt this strategy, and its model has been emulated by
Want to read Slashdot from your mobile device? Point it at m. This goes beyond just buying "sweatshop-free" clothes to such issues as reclaiming public space and attacking corporate manipulation. The Scenario. Upon reading the introduction, I realized that this was something more powerful and more interesting.
When I picked up No Logo for the first time little did I know I was in possession of the bible of anti globalization. This book is ruthlessly researched with similarly unforgiving analyse. No Logo is about the impact super brands has on broader society. The brand is not a reflection of quality but a reflection of what the marketing department wants it to stand for. The inconvenience of production is contracted out. Klein uses Nike as an example of this. Nike uses third world labour to produce its products.