Monday, February 8, 2010

A Brand New World!!!

Brands are becoming a new lingua franca for consumers all over the globe. One may like or dislike, brands are reality and no one can scape. Well, there are people around us including me prefer brands because it is all about quality. To an extent it is true, if more people buy brands better the quality becomes. Price equates quality and brand competition means continuous improvement.

We are becoming so global, in spite of our likes or dislikes, it is a reality, falling trade barriers to regional trade integration, movement of people to telecom and internet boom. World is becoming truly a village, more we get connected more we become global citizen sharing common culture. Many people at Harvard University believe that "consumers look to global brands as symbols of cultural ideals. They use brands to create an imagined global identity that they share with like minded people. Global brands make us feel like citizens of the world and they somehow give us an identity".

There are brand skeptics believing that brands are all about western culture but if we look at hundred of brands in terms of their value, Coke is number one "An American Brand" but Nokia, a Finish brand on no 5, Toyota a Japanese brand on no 8, Mercedes a German brand on no 12, Honda a Japanese brand on no 18, Samsung, H&M, Nescafe, SAP, IKEA, Sony, Canon, Nintendo, Reuters, Philips, L’Oreal, Siemens, Zara, VW, Nestle, Adidas, Blackberry, Rolex, UBS, Panasonic, Cartier, Allianz, BP, Nivea, Prada, Giorgio Armani, Lexus, Puma and Burberry all are non American brands.

Click here for best global brands list.

We have to live in a global village and brands are reality, major question comes, it is fine brands are all about quality, they also create a global culture but the need of the hour is how much socially responsible organizations are??

To make world a better place, NGOs, consumers and human rights organizations' role has become more critical along with media. We have to collectively act as watchdog and consumers can use their buying power to punish socially irresponsible brands through product boycott.

Let me share an interesting story about anti globalization and anti brand crowd, the other day I watched a video, most of the protesting guys were wearing branded shirts, Levis Trousers, Swiss Backpack, Apple iPods, Caterpillar Shoes, Police Glasses, Puma Shoes etc. Similarly anti west clerics in Pakistani helped KFCs Ramadan Iftar deal.

It is need of the hour, we have to be more realistic and practical, on the one hand not ignoring our social responsibility and on the other hand saying no to mindless emotional outcry against brands.

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