One way in which corporations create demand for their products is by manipulating you into wanting their products! They do this by building an image for their product. This is called branding .
Based on what they see their customer base being, they create logos, slogans, advertising campaigns, pay sponsors to use their products along with other tactics to help build an image that will attract customers.
If done well, this can have a huge impact on demand for their product. If done really well, it will allow corporations to charge a premium price for their product. Branding is meant to guide consumer choices toward their companies products, that is why they are happy spending so much on creating their brand name.
Take the sportswear/ shoe company, NIKE. They have created a huge brand name that many people are attracted to making them more willing to pay higher prices.
In the 1990s, when I was in middle school I was enamored by the likes of their biggest sponsor!! Michael Jordan!!! and yes I had to had a pair of Air Jordans! How else could I “Be like Mike,” one of their slogans. I couldn’t “Just Do It” if I didn’t have the Jordans strapped to my feet!!! and so after nagging my parents, they finally relented and bought me a pair!!! Suddenly, I was COOL!!!???? Or so I thought!!!
How could you not want a pair, look at what you could do if you had a pair!
However, what are the consequences to our society? Air Jordans were 100 USD when I was growing up!! Now the top of the line shoe goes for 225 USD Plus tax!!!! Yikes….check it out.
For some the impulse to buy is so great, due to the branding, that they just have to have them. For some the very small possibility of being like Mike is reason enough to buy them. Wow, the power of consumerism!!! and to think what all that money could have done for you!!! All for something that falls apart after a few months of wear and tear.
Think about the last time you wanted a brand name product! Did it really do what you assumed, was it really worth the money, did you really need it?
Here is what Macklemore has to say about Nike! Very Powerful stuff!!!! I am curious to know what you think!! Comment below.
Find all our class texts, powerpoints, worksheets and other goodies here. Click on the icon.