Brand vs Product

Consider Naomi Klein's (No Logo) claim that brands have now become the
product be a discussion of two examples of advertisement that appeal to
contemporary ideas of lifestyles


In order to discern if ‘BRANDS’ have become the ‘PRODUCT’ we must first evaluate where brands have come from and what infact a brand entails. Branding is commonly mistaken to be advertising, however advertising ironically is very much a major part of the branding process. Branding is an essential part of the company, infact its interwoven with the company’s heart and foundation of its identity.Identity and advertising are interwoven with branding, but are used as a vehicle to illustrate a specific brand and its message to a target audience. Identity and advertising becomes a channel which allows its audience to interpret the brands message, its purpose, value and worth.
The rise of brand identity can arguable be traced back fifteen years ago to a management theoris...