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Summary No Logo by Naomi Klein
The book I choose focuses on branding, and often makes connections with the anti globalisation movement. This book is divided into four sections: No Space, No Choice, No Jobs and No Logo. The first three sections deal with the negative effects of brand-oriented corporate activity, while the fourth discusses various methods people have taken in order to fight back.
I choose the third section No Jobs. The third part talks about how First World jobs are outsourced, off shored and subcontracted from the Third World countries. Not only has that, these jobs paid low wages that are not even enough to provide for the basic needs. The section chronicles the rise of sweatshops in developing countries. In these countries things have taken a turn for the worse as temporary contracts and part time work are replacing full time secure employment. Today’s companies see themselves as “wealth creators” not “job creators”. But all of this is leading to a breakdown in the relationship between organizations and their work force, with employees no longer experiencing a sense of identification with their work or the organization they work for.
Chapter Nine: The discarded factory
Nowadays the product is not anymore the brand. The brand has a deep inner meaning. The brand is the image it stands for lifestyle. The companies spend a lot of money for their brand, therefore the product looses on importance. The companies have to take care about their brand because machines wear out; cars rust, people die but what lives on are the brands.
The priorities are changing. As marketing wins on importance the companies move to low wages countries. This is why many companies now bypass production ...