Naomi Klein, No Logo
Ms. Brown pretty much covered what I wanted to talk about but I would also like to elaborate on the need for image branding.
Image branding in this day and age is a must. This is the only way that a company can truly differentiate themselves from the competition. We as consumers know that there isn’t really a difference between the products provided by the various companies. They all basically do the same thing and you get the same end result. What it all comes down to is your tastes and preferences(not for the product), but rather for the company. As Scott Bedbury, the Starbucks’ vice president of marketing puts it, its not about the product as they are quite similar, it’s about establishing “emotional ties” with the customers. Its about selling them a lifestyle and making them part of a family. I believe that once they are part of that family, they will boycott the products of the other companies. That is why I think that every company should incorporate image branding in their marketing process.
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