For Readings: Phase 4, The Case for Brands, Truth in Advertising
Do customers pay more for a brand because it seems to represent a way of life or a set of ideas? Is that why people are drawn to Apple, because of the lifestyle associated with it? Do they see others using the products and see those people in a certain way? A way that peruades them to also want to buy the product? Is it really just about wanting to fit in in the world, to not feel like an outcast because you don’t have the phone that eveyone else has?
Can anti-brand activism really damage a large company? We’ve seen major companies subject to things like alleged sweatshop abuses and predatory business practices, but do these allegations actually hurt them, or are they too powerful to be fazed? Take Nike’s trouble with the sweatshops. The suggestion that this shoe company was involved in such actions led to many people believing it and losing their trust in Nike. But look at the company now… they are still as popular and productive as ever, as if nothing ever happened. Is it because of the size of the company and the power they already had that they managed to survive?
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