Chapter 10: Branding and Consumption

Why is branding important to understand?

It shapes how we see things, how others see us, and even how we see ourselves.

How are people branded?

Being marketed to based on what they like, can be emotionally.

What is the enterprise self?

Employees must constantly strive to be better, always have brand distinction and always be selling themselves.

Ethical Branding

This branding is inclusive and promotes healthy, helpful products.

Unethical Branding

This branding encourages consumerism and targets kids/teens to have unhealthy things.

• Diamonds were alluded to as one of a kind when they were literally from South Africa.

• Companies manage meanings for consumers, and we barely notice it because it’s a routine thing.