Branding - Naomi Klein

In the first two chapters of her book No Logo: Taking Aim at the Brand Bullies, Naomi Klein outlines her central argument that brands are bad. The impact of brands on the citizen-consumer has been detrimental in Klein's view, from oligopolies created by brand bullies to the replacement of marketing products with marketing logos. Klein (22) criticizes Nike as a brand bully, explaining how Nike sells an image, not sports apparel. Phil Knight describes the corporation as "a marketing-oriented company, and the product is our most important marketing tool." Klein argues that from corporate-school alliances to corporate mergers, brand bullies increasingly control our social experience.

There have been two major trends in marketing or retail since what Klein

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Category: Economics - B