Klein and Crewe Analysis
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-To begin with branding was a mark of quality, to make one mass-produced product stand
out from all the others. In the last 15 years branding has itself become the product.
-The product is now a medium to transmit the message of the brand.
-In the 1980’s corporations believed they were becoming too bloated with workers,
factories, etc. They started to think that production and manufacturing was a liability and
that they should begin focussing their attentions on producing ideas and images over
-Talks about specific companies changing emphasis from the products that they actually
make to the image they are trying to portray. Nike not about shoes but sport, Microsoft
not software but communications.
-Formula is to get rid of unionised factories in the west and replace with Asian or Central
American contractors and sub-contractors and then use the saved money to spend on
branding. Methods for branding include advertising, superstores, sponsorships.
-Talks about people such as Michael Jordan and Bill Gates becoming brands themselves.
-The goal of the corporations is to leave no real world traces at all and become completely
made of ideas and images.
-Companies have changed marketing from associating products to ideas the brands
themselves are made into real world manifestations.
-Corporations are now interested in moving there brands into the real world by creating
branded superstores. Some companies even own entire towns and sporting events.
-They want you to live into the real world by creating branded superstores. Some
companies even own entire towns and sporting events.
-They want you to live your entire life inside the brand. They don’t only want you to buy
there products they want you to buy into their message and image.
-Companies even do brand marketing in schools and public institutions.
-Branding can lead to limited choice because of companies sponsoring things and
restricting there competitors.
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