COMM 206 Chapter Notes - Chapter No Logo Ch 7: No Logo, Richard Branson, Virgin Megastores
Document Summary
No logo chapter 7 mergers and synergy notes. O(cid:271)sessio(cid:374) (cid:449)/(cid:271)ra(cid:374)ded (cid:862)fake(cid:374)ess(cid:863) leads to dissatisfa(cid:272)tio(cid:374) (cid:449)ith (cid:272)o(cid:373)parati(cid:448)el(cid:455) di(cid:374)g(cid:455) realit(cid:455) Branding targets kids: licensing of tv/movie characters for toys, food, etc, family entertainment companies extend tv/movie into real-world exhibits, stores, theme parks. Barbie & mickey mouse = corporate synergy mania trailblazers. Simplest form of brand extension = merger: disney + abc; time warner + turner; viacom + cbs, (cid:862)if you are(cid:374)"t e(cid:448)ery(cid:449)here, you"re (cid:374)o(cid:449)here(cid:863) Bra(cid:374)d e(cid:454)te(cid:374)sio(cid:374) is(cid:374)"t just a(cid:374) a(cid:272)(cid:272)essor(cid:455); it"s the (cid:448)er(cid:455) fou(cid:374)datio(cid:374) of the (cid:272)orporate stru(cid:272)ture: e. g. Richard branson & virgin (banks, airline, music, etc. : brand canopy lifestyle brand literally makes it so you can live your whole life within it. Blurring of boundaries between industries: retail + entertainment; content + distribution. Co(cid:373)pa(cid:374)ies aspire (cid:449)a(cid:374)t to tap i(cid:374)to (cid:272)o(cid:374)su(cid:373)ers" se(cid:374)se of self so that the(cid:455)"ll aspire to subjugate themselves to corporate overlords: discourse of (cid:862)(cid:373)ea(cid:374)i(cid:374)g(cid:863) & (cid:862)relatio(cid:374)ship (cid:271)uildi(cid:374)g(cid:863)
