Brands: The Logos of the Global Economy - Annotated Bibliography Example

It is the all-pervading reality that establishes a unique bond between the company and the consumer. It has created an astounding impact on globalization of business. With the mention of the name of the brand one can imagine to which cultural groups the commodity in question relates to. A brand is identified with the country and the country is identified with the brand. The author approaches the subject innovatively by using media theory for knowing the state of the economy. She tenders many examples to prove her point that in a global economy brands facilitate the supply and demand of products and services.

The author provides an in-depth analysis as to why the brand, the pivotal connection between the company and the consumer, has become one of the important cultural forces of our time and an important conduit of globalization. Brands create an irresistible desire amongst the consumers that is difficult to overcome. In a market where thousands of varieties are available of a particular product, the confused customer finds something to rely upon. Selection is a major issue when the consumer is engulfed in the world of objects.

Brands dominated the market even before globalization but global economic realities are different from the local economic realities. To popularize and manage the brands that attain massive popularity, the manufacturers take to the option of outsourcing production to countries where the production cost is cheap and enhance the publicity budget, to strengthen the brands further. The business is no more production driven, but market driven. Companies own more brands and less staff to manage them.

Outsourcing creates a new type of workforce that is less paid and global branding is directly responsible for the situation of poor employment opportunities. As the Professor of Sociology at Goldsmiths College, University of London, Lury is eminently suited to write on the subject. Though her strong