There are brands and then there are logos. There is branding and there is conceptualising.
There are times where we are prepared to pay a leg and hand for products that have that right logo on and there are times when purchases are made for cost effectiveness and surpassing quality.
There is a line and there are divisions of trust, taste, belief and support.
The French has this saying, “Les Marques: On ne pourrait pas vivre sans elles” which translates to, “The Brands: One could not live without them.” In France, brands seem to be so important that they become the country’s adage to only choose branded products than other unknown or less established products.
Throughout the years of branding, some companies persisted long enough to build a network of loyal consumers, a contagious must-have monogrammed product and reputations of trend setting and identity to their brands. Investing millions on advertising, branding and marketing, brand loyalty does not however happen overnight. The product will take a period of time to become consistent in image building.
Brands of good quality does not need corporate image and advertising to sell?
Pat MacManus from California commented, “Consumers wish to presume quality. They choose brand names in an attempt to get it and will return if it is delivered. Every brand name began as a local company. Snapple, Dell, Nike, Gateway, all became giants who provided quality for value and then mastered marketing. Quality is only a beginning and when it is absent the game never begins.”
The brands evangelist might find that owning a branded good is a surreal sense of endless orgasm, a sense of identity and a quiet seduction of want, need and must. Of pleasure and status, the loyalty and intimate relationship is built and phrase of, “I only wear Levis jeans and Chanel tops” becomes a chant.
On the other hand, a brand protestant from UK (identity protected) defies that designer label clothes are for sad people who lack their own personality and individuality. They say wearing attires with logos on the outside of clothes make us walking billboard advertisements.
And then, exlusive brands become a fad and another brand take over. The cycle goes around.
IBM is replaced by Apple and Levis is replaced by Miss Selfridge, and Macromedia is acquired by Adobe, etc. Soon after, brands become a description of noun.
I want to drink Coke.
I want to drink Campbell.
I am wearing Levis.
Do brands signify and guarantees quality? Do brands loyalty curb the emerging designers from reaching success? Do brands create capitalism? If I were to buy a branded products, does that constitute me of being a betrayer of emerging designers? Are unknown brands an unknown assurance of quality?
Brands evangelist or protestant, Tess from UK made most sense to me:
“Its freedom of choice. If you want to buy it buy it if you don’t want to buy it don’t. But whether you decide to buy exclusively “branded” goods or exclusively “non branded” goods or a mixture of all – its your choice and you have the right to make it!”