Using hundreds of media examples, this video shows how the commercial takeover of public space, destruction of consumer choice, and replacement of real jobs with temporary work - the dynamics of corporate globalization - impact everyone, everywhere. Naomi Klein argues that globalization is a process whereby corporations discovered that profits lay not in making products, but in creating branded identities people adopt in their lifestyles.
The growth in the wealth and cultural influence of multi-national corporations over the years can be traced back to an idea developed by management theorists in the mid-1980s: successful corporations must primarily produce brands, as opposed to products, as written in the book.
As the book suggested, 'brand builders are the new primary producers in our so-called knowledge economy'. One of the key elements that keeps companies as multinationals is the extent to which they look to 'outsource' products.
Nike, Levi, Coca Cola and other major companies spend huge sums of money in promoting and sustaining their brands. One strategy is to try and establish particular brands and make them integrate into the way people understand and see themselves. As we have already seen with respect the operation of multinationals this has had a particular impact on children and young people and education.
Significantly, the focus on brand rather than qualities of the product also has its shortcoming. Damage to the brand can do harm to sales and profitability. If a brand becomes associated with failure or disgrace then it can face major problems in the market. For instance, when a sports star used to advertise a brand turns out to be a drug-taker, it greatly affects the image of the brand.
In conclusion, for globalised branding to succeed, the brand must be established and produces inherent quality.
About
Han Xinci
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A CULTURAL expert ;)
She knows about Globalization too!
