Consumer Product Branding
Eric Walk
Product advertising creates false impressions about value and quality and causes people to act irrationally. As a matter of fact it has gotten to the point that people are walking billboards for clothing companies. In my opinion, consumer product branding costs the consumer too much money. Here’s why:
In case you don’t already know product branding is when a company takes its product and creates a unique identity for it. Then, through various advertising mediums, it iterates and reiterates to people how their product is the best. For example clothing companies like Abercrombie and Fitch™ don’t advertise on TV, they advertise on the products themselves. For example I have two Abercrombie™ tee-shirts and both of them say ABERCROMBIE across the front in big bold letters. They still are just tee-shirts. And, of course there is the approach that is taken by the Gap™, they have lots of TV ads but they don’t make the consumers into walking billboards. Still there is yet one more approach, it is taken by companies like J.C.Pennys™ and that is: to have your own off brand and keep it on sale 24/7 while constantly advertising a new sale even though it is the same old one. Any way all three companies get their point through and are successful, but at Abercrombie™ it costs about fifty dollars for a pair of pants, at the Gap™ it costs about forty-five dollars, and at J.C.Pennys™ it costs about twenty dollars. All for essentially the same pair of khaki pants. Only one difference between the three pair; at Abercrombie™ the bottoms come torn up already.
