Unmasking Global Brands: Practices, Profits, and Protests
Book’s Hypothesis: Exposing Brand Secrets
This book aims to reveal the unethical secrets of major brands to inspire widespread opposition to their practices.
1980s Management Concept: Image Over Product
In the 1980s, the focus shifted. True corporate profitability wasn’t just about producing objects, but about creating a powerful brand image associated with the product.
Brand Blindness: Price Over Logo
This term describes consumers prioritizing price over the brand logo when making purchases, often driven by economic hardship.
Nike’s Failed Olympic Experiment
Nike attempted an experiment during the Olympic Games, trying to turn Kenyan runners into skiers. The goal was to demonstrate that the spirit of sport transcends race or location. The experiment failed. Nike’s ultimate claim is that its logo represents this spirit of sport.
The Concept of ‘Cool’: Targeting Youth
‘Cool’ is an ambiguous concept representing what’s new. Youth became a primary target for large companies because they recognized young people as a significant market.
Little Emperor Syndrome in China
This refers to the sacrifices modern Chinese families make for their only child, often limiting their own spending to satisfy the child’s consumer demands.
The Soul of the Company: Logo vs. Product
The ‘soul’ of the company is often considered the logo, while the ‘body’ is the product. This implies major corporations focus on designing the brand image (the soul) that consumers recognize. Production (the body) is frequently outsourced. The brand itself generates significant profits as consumers seek it out and purchase it.
Export Processing Zones (EPZs) Explained
EPZs are locations, often in developing countries, where products for major brands are manufactured. These zones are typically exempt from import and export duties. Working conditions are often characterized by long hours, low pay, and poor standards.
The ‘Swallow Factory’ Concept
A ‘swallow factory’ is a mobile factory, like the bird. Owners keep operations in one location only as long as authorities provide favorable conditions or until better offers arise elsewhere, allowing them to quickly relocate.
Do Big Brands Promote Fair Wages and Justice?
No. Major brands are primarily driven by the desire for profit. This often compels producers to establish factories in locations with lax labor regulations, environmental carelessness, low wages, and social injustice.
Who Was Ken Saro-Wiwa?
Ken Saro-Wiwa was a Nigerian writer, environmentalist, and leader. He was persecuted, imprisoned, and ultimately executed for denouncing oil exploitation and land pollution in Nigeria. His significance stems from his personal commitment and political activism against such exploitation.
The Kader Toy Factory Tragedy
This refers to the fire at the Kader toy factory, which killed 188 workers. The tragedy received little attention in American society, despite the fact that these workers produced many toys sold at retailers like Toys R Us.
Carleton University’s Anti-Pepsi Campaign
A significant student movement began at Carleton University in Ottawa. It opposed PepsiCo’s business dealings with the Burmese dictatorship. Students used the internet to expose Pepsi’s practices and agreements in Burma (Myanmar) and pressured educational institutions not to sign contracts with the company. Widespread boycotts of PepsiCo products across many universities forced the company to announce its withdrawal from the country. The Carleton movement successfully challenged PepsiCo.