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“No Logo” by Naomi Klein
The book by Klein was written with the main aim of demonstrating how the world of marketing and branding is corrupt. She did this by providing clear explanations on some of the companies and organizations that apply these processes. The author of the book also tried to demonstrate some of the marketing strategies in particular those that attract the young generation together with the sponsorship ideas. According to Klein (2000), these sponsorship ideas are the most significant and efficient techniques used in marketing since they have very strong exploitation potentials.
Entry 1 of Chapt. 2
Summary
In paragraph one of chapter two; the author presents children as one of the best marketing tools in any organization or company. This is because young children always tend to have the illogical desires, which implies that children are always influenced by peers or role models. Therefore, they tend to want something because they saw it either with their friends are someone else. Fort instance, the book illustrates that mothers would go shopping with their young children and request for specific types of clothes like shirts which had a specific trademark. The children would not accept any other brand except what they saw earlier may be with their friends. This implies therefore that branding process has grown and has become more intrusive currently.
Brainstorming
The idea in this chapter applies to another example where people in sports field are also used in the same way like children because a good number of children view athletes as their models. Therefore, just as attracting children is the most effective tool in marketing, athletes are also used in the same way.
Making connections
In my opinion, different organizations and companies use different strategies as away of marketing. For instance, in order to attract children, most of their outfits have some labels that are very attractive.
Entry 2
This summary comes from the second paragraph of chapter two and it elaborates more on the trend the logo has taken since previous years to date. The author shows that the usage of logos has now become dominant worldwide hence leading to changes on the clothing on which they seem to be empty for the brands they represent. This transformation process also shows the way various cultures have changed as a result of the manufacturers efforts to seek better brands to replace the common product production apparatus.
Brainstorming
This article is true because a good number of organizations or businesses have the potential of going an extra mile in order to market their goods. Majority of organizations develop unique, comical and attractive advertisement commercials in order to achieve their objectives in marketing.
Making connections
In my opinion, I agree with the author because for any business or organization to grow, they have to come up with attractive strategies that will expand their activities and using logos is one of the marketing strategies.
Quoting and responding
“Companies like Nike and Polo were ready to develop branding to another level in the mid nineties and also brand outside culture as away of sponsoring cultural activities”. This idea is interesting and challenging because unless the company chooses the right brand name for its products, it may not achieve its goals.
Entry 3 (Paragraph four)
Brainstorming
The process of branding currently aims at transforming culture making it to be more important than the previous corporate sponsorships.
Defining
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Sponsorship is defined as a business partnership between finance, resources, or other service provider and an individual, company or activity that gives return rights that may be applied for commercial benefit in return for the sponsorship investment. This idea is elaborated clearly from paragraph four of the second chapter in the book “No logo” by Klein.
Diagramming
Entry 4
Summarizing
Paragraph five according to the author explains that advertising and sponsorship involves application of imagery as a way of equating the goods with the positive encounters both culturally or socially. For instance, the current branding are extremely different because the current brandings tend to focus more on these connections out of the representation section hence bring them out as a lived reality.
Making connections
Similar to such ideas, another article emphasized that companies should not only aim at advertising, but it should be considered as a way of educating the viewers so that they may apply such concepts in their daily life aspects.
Defining
Branding is defined as the practice used in marketing for developing a name, symbol or even design that relates and differentiates a good from one company to another.
Entry 5 (Paragraph six)
Quoting and responding
Klein’s major concept is that “The most cutting edge businesses no longer manufacture products but brands”. This implies that companies or organizations have the permission of focusing more on what they can view as their main mission, which is cultivating their own brand.
Diagramming
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Summarizing
According to the author in paragraph six of chapter two, globalization process is related to marketing because it is developed and enhanced by marketing and existing for the sole benefit of the good through the idea of global teen.
