Brand

This article is about the concept in marketing. For other uses, see Brand (disambiguation)

Criticisms of branding

Criticism has been leveled against the concept and implementation of brands, much of it associated with the "antiglobalization" movement. One of the better known criticisms of branding is found in Naomi Klein's book, No Logo. The book claims that corporations' brands serve as structures for corporations to hide behind, and that such global problems as sweatshop labor and environmental degradation have been permitted and exacerbated by branding.

Related Topics:
Antiglobalization - Naomi Klein - No Logo

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Criticism of branding also comes from within corporations, with some employees becoming frustrated by being limited by overall brand strategies that restrict what they can say, how they say it, and what Pantone colour to say it in. Some shareholders also have concerns about the amount of money invested in branding.

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Skepticism toward branding has also grown in parts of the marketing community since the end of the dotcom boom, though for a very different reason: in many ways, branding has failed to live up to its promise.

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