Keller

In: Business and Management

Submitted By mudassarshahid
Words 360
Pages 2
Course: Strategic Brand Management Instructor: Mr. Jami Moiz

Muhammad Mudassar Shahid (01094) Assignment – Brand Value Chain and Resonance

What do you think of Naomi Klein’s positions as espoused in No Logos? How would you respond to her propositions? Do you agree or disagree about her beliefs on the growth of corporate power?
Klein rails against the lack of unbranded space. I think there is plenty of unbranded space. It’s simply consumer choice that brands are so ubiquitous. We want to partake in these feelings. And we want them the easy way, rather than going out and becoming them. A few hundred dollars (or a few thousand as the case may be) is a lot cheaper than spending the time and effort to achieve athletically, for instance. And we get all the benefits! Or so we think. And that’s why I think that branding is bad. Like my days in a disease, my fix of good feeling doesn’t last very long and it isn’t sustained. But this isn’t the brands’ fault. By its very nature, the brand means nothing about me in reality. At best, it can only mean something about the product, and if I am too stupid or lazy to realize this, simply removing brands from the market won’t get me to a fulfilled life. In the meantime, there are plenty of unbranded (or more rationally branded) products available. Lots and lots. It’s easy for me to avoid being a walking advertisement. Maybe not quite as convenient as being a brand consumer, but the extra work is not that formidable.

Can every brand achieve resonance with its customers? Why or why not?
Not every brand can achieve resonance, because it requires a strong personal and psychological attachment to the brand. A brand that customers buy out of necessity, based on price or availability, is not likely to create resonance with those customers. For example, “price loyalty” is not the same as behavioral loyalty, because as soon as a…...

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