The Discarded Factory, A Tale Of Three Logos - 1556 Words

In the chapters, â€Å"The Discarded Factory† and A Tale of Three Logos, Klein explains the globalizing effects on brand name multinational corporations? In the first chapter, â€Å"The Discarded Factory,† Klein tells about how corporations are putting much less of an emphasis on the production side of their business and more of an emphasis on the brand name they build. In the second chapter, â€Å"A Tale of Three Logos,† Klein talks about how three large corporations, Nike, Royal Dutch Shell, and McDonalds grew their brand. Klein, in â€Å"The Discarded Factory,† provides many examples to show that corporations are much less concerned about production and much more about their brand name. The statement he uses to help explain the reason behind why they are doing this is, The difference between products and brands is fundamental. A product is something that is made in a factory; a brand is something that is bought by a customer,† (Peter Schweitzer). Many companies believe that while their products and factories are temporary and require upkeep, respectively, their brand will live on for much longer. Because of this, they shift towards outsourcing their production to keep costs as low as possible. The companies then use this extra money to help build their brand using sponsorships and marketing campaigns. In addition to sponsorships and marketing campaigns, companies will also improve their packaging, distribution, and retail channels, and they will expand. A quote once said by Nike’s Show MoreRelatedTo Investigate the Branding Importance in Food and Beverage Industry20652 Words   |  83 Pagesrunning. In case of food and beverage Food and beverage industry the branding becomes very limited but it has to be very effective in order to achieve the organisation’s objectives (sicco, 2005). A strong brand is not limited up to make an image or a logo, or job done by its CEO and HR department. In other words, brand is the responsibility of every employee of the organization in current scenario. 2.3.1 Brand development strategy It is adopt for to launch a new product in the market, it work asRead MoreOrganisational Theory230255 Words   |  922 Pagesorganization culture Creating a culture that gives meaning to work Developing understanding of culture Developing a ‘practical theory’ of organizational culture The vehicles of culture The processes of the communication of culture The ‘heart of culture’ A tale of two cultures How neo-modernist organization theory develops challenges in the design of organizations The processual perspective Design and development Conclusions: does neo-modernist organization theory exercise challenges for new visions of theRead MoreManaging Information Technology (7th Edition)239873 Words   |  960 PagesAutomation 206 Videoconferencing Electronic Mail 207 208 Groupware and Collaboration 209 An Example Groupware System: Lotus Notes 210 vii viii Contents Intranets and Portals 213 Factory Automation 215 Engineering Systems 216 Manufacturing Administration 216 Factory Operations Robotics 217 217 Supply Chain Management Systems 217 Review Questions 219 †¢ Discussion Questions 220 †¢ Bibliography 220 Chapter 6 Managerial Support Systems 223 DecisionRead MoreAccounting Information System Chapter 1137115 Words   |  549 Pageswould probably be part of the claims information submitted by the insured parties. Therefore, the only significant cost would be to store the data and process it. USAA passes the data on the parts to parts manufacturers, suppliers, and the Big Three automobile manufacturers. These companies use the data to improve their parts. Some use the data to determine which new products to offer. For example, one supplier may see that other suppliers are producing low quality products and determine thatRead MoreIgbo Dictionary129408 Words   |  518 Pagesbased on the Onitsha dialect, and in 1907 Zappa published a French-Igbo dictionary based on a Western Igbo dialect. Northcote W. Thomas devoted four of the six volumes of his Anthropological report on the Ibo-speaking peoples of Nigeria to language, three of them being essentially lexicographic. Part II (1913) consists of an English-Ibo and Ibo-English dictionary, based on the Awka and Onitï€ ¬sha dialects. It has a rather complex and non-phonemic transcription of the vowels; tone is partially marked.