1 ENGLSIH EXAMN PART I – BRANDS, ADVERTISING, MARKETING
ETHICS, SUSTAINABLE BUSINESS + MARKET LEADER
1 Brands
Branding
= strategy to make sure people are aware of your brand.
The average American is bombarded with 274 advertisements a day.
Companies spend millions of dollars on advertisements!
Celebrity endorsements = celebrities making your brand famous
These days, most of us channel hop during commercials, throw junk mail straight in
the garbage and delete spam unread.
VB: Britney spears –
Corporate sponsorship = sponsoring a person or an event.
Not sure we buy the product because it sponsors a celebrity or an event.
VB: Michael Schumacher - Vodaphone
Product placement = the brands are used in a soap for example
We don’t pay attention to it
VB: Tom Cruise – Clothes GAP
Branded content = branded – content commercials so subtle, they look like straight
entertainment; commercials so cool people choose to watch them.
Cool hunters = they blend in with the rest of the teenagers and report back on what’s in,
what’s out and what’s going to be the next big thing.
Ad busters = a Vancouver-based magazine that goes in against ads.
American consumers are the most voracious (gulzig; vraatzuchtig) consumers in the
world. November 29 is Buy Nothing Day.
Logomania
Naomi Klein = the author of the world’s bestselling book on brands and globalisation ‘No
Logo’.
Was obsessed with brand names and what she could buy but now she’s against our
overbranded world because the people who make the brands don’t get a lot of
money while those who sell it earn tons of money.
‘No Logo’ has been called ‘Das Kapital’ of the growing anti – corporation movement.
The book shows how globalisation has hit the poor the most.
1
, Logos are the closest thing we have to an international language.
Advertising today is not merely about selling products; it is about selling a brand, a
dream, a message.
Very often, it seems, it is produced under terrible conditions in free-trade zones in
Indonesia, China, etc..
The sweatshops:
o Rules against talking and smiling
o Forced overtime
o No job security: no work, no pay when the orders don’t come in
Globalisation No trade frontiers; hits the poor the most
Corporation Large companies
Das Kapital Against capitalism
To endorse To promote; support
To obsess To always think about
To enhance To improve
Sweatshops Factories where people work hard in terrible
conditions
Vulnerable Easily harmed or damaged
!! Some say that globalisation helped the poor
More globalised poor countries have grown faster than rich countries, while less
globalised countries have seen income per person fall.
Adbusters.org
= an anti – consumerism organization based in Canada. It campaigns against big brand
advertising and over – consumption of developed countries.
‘un-commercial’ : they make people aware of how brainwashed we are by
advertisements.
VB: zie cursus
Globalization
Indira Prabhu = an economist from India.
Her view on globalization:
It’s a good way/the best way to fight poverty. They benefit when opening up a
foreign trade. The problem of poverty is society, corruption.
Downside: the West still dictates the prices; child labour; sweatshops
Who has the most to fear from globalization.
People in developed countries: they got used to working less and earning more.
The main reason for job losses in the USA
Labour saving efficiencies
2
ETHICS, SUSTAINABLE BUSINESS + MARKET LEADER
1 Brands
Branding
= strategy to make sure people are aware of your brand.
The average American is bombarded with 274 advertisements a day.
Companies spend millions of dollars on advertisements!
Celebrity endorsements = celebrities making your brand famous
These days, most of us channel hop during commercials, throw junk mail straight in
the garbage and delete spam unread.
VB: Britney spears –
Corporate sponsorship = sponsoring a person or an event.
Not sure we buy the product because it sponsors a celebrity or an event.
VB: Michael Schumacher - Vodaphone
Product placement = the brands are used in a soap for example
We don’t pay attention to it
VB: Tom Cruise – Clothes GAP
Branded content = branded – content commercials so subtle, they look like straight
entertainment; commercials so cool people choose to watch them.
Cool hunters = they blend in with the rest of the teenagers and report back on what’s in,
what’s out and what’s going to be the next big thing.
Ad busters = a Vancouver-based magazine that goes in against ads.
American consumers are the most voracious (gulzig; vraatzuchtig) consumers in the
world. November 29 is Buy Nothing Day.
Logomania
Naomi Klein = the author of the world’s bestselling book on brands and globalisation ‘No
Logo’.
Was obsessed with brand names and what she could buy but now she’s against our
overbranded world because the people who make the brands don’t get a lot of
money while those who sell it earn tons of money.
‘No Logo’ has been called ‘Das Kapital’ of the growing anti – corporation movement.
The book shows how globalisation has hit the poor the most.
1
, Logos are the closest thing we have to an international language.
Advertising today is not merely about selling products; it is about selling a brand, a
dream, a message.
Very often, it seems, it is produced under terrible conditions in free-trade zones in
Indonesia, China, etc..
The sweatshops:
o Rules against talking and smiling
o Forced overtime
o No job security: no work, no pay when the orders don’t come in
Globalisation No trade frontiers; hits the poor the most
Corporation Large companies
Das Kapital Against capitalism
To endorse To promote; support
To obsess To always think about
To enhance To improve
Sweatshops Factories where people work hard in terrible
conditions
Vulnerable Easily harmed or damaged
!! Some say that globalisation helped the poor
More globalised poor countries have grown faster than rich countries, while less
globalised countries have seen income per person fall.
Adbusters.org
= an anti – consumerism organization based in Canada. It campaigns against big brand
advertising and over – consumption of developed countries.
‘un-commercial’ : they make people aware of how brainwashed we are by
advertisements.
VB: zie cursus
Globalization
Indira Prabhu = an economist from India.
Her view on globalization:
It’s a good way/the best way to fight poverty. They benefit when opening up a
foreign trade. The problem of poverty is society, corruption.
Downside: the West still dictates the prices; child labour; sweatshops
Who has the most to fear from globalization.
People in developed countries: they got used to working less and earning more.
The main reason for job losses in the USA
Labour saving efficiencies
2
