Issues On Branding Essay - 794 words

ISSUES ON BRANDING What is in a name? This echo comes from trying to figure out what the situation requires us to know. Harmless enough, yes but this has a deep and profound influence. "Branding" is creating a mutually acknowledged relationship between the supplier and buyer that transcends isolated transactions or specific individuals to achieve superior and sustainable share and price premiums, even in the most adverse of markets (Lahiri, S.). How does branding parallel with the fetishism of commodities? Branding parallels with fetishism of commodities since when one packages products, it is an attempt of capitalists to save their profit-making businesses in an age of automated mass production. Author Klein states that Competitive branding became a necessity of the machine age -- within a context of manufactured sameness, image-based difference had to be manufactured along with the product". Klein, 2000: 6 as qtd in Sharpe, Matthew).


There is a sense in which the process of human labor is sacrificed and the sensuous characteristics connected to the branding are critical here. (Eagleton, 1998: 208-9 as qtd in Sharpe, Matthew). What do we know about the "real value" of the branded commodities we buy? Consumers are not well-informed about the real value of branded commodities. This is because companies take painstaking efforts to make their products attractive for the consumers. They have marketing strategies carved out systematically and built around their branded products. Companies have commodity differentiation which must be durable and capable of withstanding intense and critical scrutiny from consumers (Lahiri, S.). Customers value chain must be enhanced and stand the test of other competitors offerings. It is a tough world that these companies are into and it is not surprising that they will go to all lengths to fortify their products.


There are added values to the product and services. Discriminating consumers could sense when they are being tricked into a buying a product that offers very little value. But a large percentage, because of time limitations and other things on their mind, would just buy products based on the claims their see and hear. Yet defining and delivering a product with a real value is essential in order to stay ahead of the game. Accor ...................................................................................................................................................................................................................................................................................................................................................................

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Essay Tags: men and women, branding, labeling, consumers, consumer

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