Essay #4 - Julianne Warshany College Writing 105-21...

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Julianne Warshany College Writing 105-21 Professor von Uhl Essay #4 Customers are in Control “Branding has become one of the pervasive features of the contemporary cultural landscape” (Klein 1). This means that brands have been spreading rapidly amongst the American people today. Whether it is the brand or consumer’s fault is questionable. However, the idea that brands are “taking over lives” is becoming problematic. Many people believe that brands are ruining lives, forcing people to go out and buy the most expensive items just because of that specific brand-name. On the other side, there are many people who feel that when it comes down to it, the consumers still have control over the items that they do buy. Karl Marx’s states, “So it is in the world of commodities with the products of men's hands. This I call the Fetishism which attaches itself to the products of labour so soon as they are produced as commodities, and which is therefore inseparable from the production of commodities” (1). It is true, the weight of value that companies put on brands does not reflect in the quality of the name- brand products. Customers want quality and value not reputation. Customers also know what they like and what they do not like. That being said, without doubt, the consumers do still have control over what they buy and how they would like to spend their money; the power is completely in their hands. Brands are everywhere, however, consumers have full control over what they want to buy. As The Economist , author of the article “Who’s Wearing the Trousers?” states, “Brands are not as powerful as their opponents allege, nor is the public as easily manipulated” (250). Brands are only as powerful as the consumers allow the brands to be. The consumers have the option
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whether or not to buy name-brand items. If the customer has enough money and is willing to buy top-notch brands, then consequently, they will because it is their choice to do so. On the other hand, if a customer does not have the money to buy name-brand items, chances are they are not going to purchase the item. Of course, there are some brands that consumers constantly buy; however, many established companies with well-known brands are finding themselves in trouble because the companies are losing customer loyalty and value. Companies are losing customer loyalty and value because customers do not stick to only one brand; they have the power to buy whatever they want. Knowing that companies do not have the same loyalty coming from its customers shows
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This note was uploaded on 04/30/2008 for the course ENWR 105 taught by Professor Vonuhl during the Fall '07 term at Montclair.

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Essay #4 - Julianne Warshany College Writing 105-21...

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