The case for brands

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The case for brands

机译：品牌案例

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Imagine a world without brands. It existed once, and still exists, more or less, in the world's poorest places. No raucous advertising, no ugly billboards, no McDonald's. Yet, given a chance and a bit of money, people flee this Eden. They seek out Budweiser instead of their local tipple, ditch nameless shirts for Gap, prefer Marlboros to home-grown smokes. What should one conclude? That people are pawns in the hands of giant companies with huge advertising budgets and global reach? Or that brands bring something that people think is better than what they had before?

机译：想象一个没有品牌的世界。它曾经存在过，现在仍然或多或少地存在于世界上最贫穷的地方。没有喧闹的广告，没有丑陋的广告牌，没有麦当劳。然而，有了机会和一点钱，人们逃离了这个伊甸园。他们寻找百威啤酒，而不是为盖普（Gap）购买当地的酒水，无沟渠的无名衬衫，他们更喜欢使用万宝路而不是自制的烟。应该得出什么结论？人们是拥有庞大广告预算和全球影响力的大公司的典当吗？还是品牌带来了人们认为比以前更好的东西？

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《The economist》 |2001年第8238期|p.11|共1页
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正文语种 eng
中图分类经济;各科经济学;
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The case for brands

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