The Risk of an Anti-big Corporate Brand Movement - Essay Example

I am especially grateful to my fantastic supervisor, Dr. Sean Nixon, for his helpful knowledge, constant support and guidance throughout this dissertation and my time at Essex. Thanks also to my best Chinese friends in Essex, especially Jingwen Jiang and T.J., who encouraged me to remain focused and determined up to the very end. The present study builds a dialectical theory of consumer culture and branding that explains the rise of an emerging anti-big corporate brand movement and its potential effects. To develop the research, I first trace the rise of globalization in culture. Next, I describe the current changing consumer culture. And I deal with the significant influence of big corporate brands under global economy forces as well, which are a pervasive powerful force shaping people’s attitudes and behaviours in today’s world, in which corporations spend a lot of resources in order to understand consumers for impacting them more efficiently through various media.

In this paper, I point out that one of the biggest issues for corporate branding is the fact that people oppose big corporate brands due to particular sets of cultural and economic conditions. Namely, because of discontent and confusion, people willingly attack the big corporate brands by damaging the corporate image and by refusing to buy big corporate products. And I attempt to analyse the main reasons why consumers oppose the big corporate brands based on the limitation of contemporary consumer culture and the risk of cultural globalization.

This paper refers to the way in which advertising is interfering in the lives of consumers more and more, leaving less space for a brand-free market. In this scenario, Marketing has emerged as an increasingly significant part of the firm’s profit-making activities. Then this paper takes into account how more people are rejecting the hegemony of big corporate brands, which always have a homogeneity effect in globalization. There is also an anti-sweatshop force.