DanielleHansen

WereSurrounded
Dr.KatherynEast
13Dec2013

Abstract
InAmericaandthroughouttherestoftheworld,everywherewelookweareconstantly
bombardedwithbrandnamesandadvertisements.Americanshavecreatedfewerandfewerplacesto
meetasnonconsumercitizens.Ourcountryisconstantlyonthemarket.

WereSurrounded
Thetypicalinternetusersubconsciouslyviews1,707banneradspermonth.Thereare5.3
trillionadsdisplayedacrosstheUnitedStatesayear(Morrissey,2012).Butbelieveitornot,ithasnot
alwaysbeenthisway.Beforecomputers,televisionsandautomobiles,brandingdidnotexist.
Backinthe1800s,peopletradedorpurchasedtheirgrocerieslikemilk,meat,andeggsfrom
thelocalssomeonewithafamiliarface.Brandingwasunnecessarybecauseconsumersalreadyknew
whotheproductwouldbecomingfrom.Theonlybrandingpeopleknewofwasthebrandingof
animals.Animalbrandinghappenedsofarmerscouldeasilyidentifywhichanimalbelongedtowhich
herdandwhotheownerwas.Assupplyanddemandgrew,alongwiththepopulation,peoplebeganto
realizethefewpersonallyownedshopswerentgoingtobeenough.Thisbecamethebeginningofmass
production.Massproductionistheproductionoflargequantitiesofstandardizedproducts(Houghton,
2000).Theamountofproductsbeingproducedwastoomuchforthelittlelocalmarketstohandleso
factorieshadtobebuiltontheoutskirtsoftowns.Thesefactoriesweremuchmoreefficient,theonly
problemwashowtheproductswouldbedistributed.Thisiswhentrainsandtrucking,alsoknownas
masstransportation,becameveryimportant.Atfirstthissystemwasscaryformanypeople,their
goodswerenolongercomingfromthosefamiliarindividuals.Butasthisformofdistribution
skyrocketed,thefactories,trucks,andtrainsalldecidedtheywantedrecognitionfortheirdeliveriesand
theproductstheycreated.Sostealingtheideafromthefarmerswhobrandedtheiranimals,factories
startedtodothesamethingwiththeirproducts.Theydidthissoconsumersknewwhomadeit,whereit
wascomingfrom,andhowtrustworthyitwas.Thisisnowwhatweconsidertobebrandingtoday.
Therearemanydifferentstylesofbrandingbutthenewesttrendinthemarketingcirclesis
lifestylebranding.LifestylebrandingisdefinedbyAntonioMarazzainForbesMagazineasCreating
animageforabrandthatisassociatedwithaparticularculturallifestyleandpersonalityidentity.By
usinglifestylebranding,thesuppliersgoalisnolongertoselltheproductbuttosellthemeaningand
idea.SomeexamplesofcompaniesthatuselifestylebrandingwouldbeCocaCola,Disney,andNike.
CocaColaslogoisopenhappiness,thisissellingtheideathatjustbydrinkingCocaColayouwill
becomeahappierperson.DisneycreatestheAmericanDreamandNikeusesclothingmodelslike
TigerWoodsandMichaelJordangivingpeopletheideathattheytoowillbewonderfulsportsplayers,
justbywearingtheirapparel.Weunnoticeablyarelivingourlivesthroughbranding.
Asbrandingcontinuestogrow,sodoesthecompaniesproductline.Aproductlinereferstoa
numberofproductsthatarerelatedanddevelopedbythesamemanufacture(Kotler,2010).When
companiesfirstlaunchtheirline,theynormallystartoutwithoneproduct.Oncetheypromoteand
markettheproduct,peoplebecomeinterestedandhopefullystarttobuyit.Iftheproductissuccessful,
theonlywaytokeeptheirbusinessflourishingistocreateaproductbundle,orcreateanotherproduct,
whichdevelopsaproductline.Aproductbundleiswhenacompanysellsmultipleversionsofthesame
itemtakeHerbalEssencesforexample,theymainlymaterializeshampoosandconditionersbutthey
offernumerousdiverseoptions.Ascompaniesaddmoreselectiontotheirmerchandise,theydecide
itdbebeneficialtomakepeopleawareoftheirchanges.Thisiswhencompaniesbegantoadvertise.
Astheirlinegrows,theyhavemoreandmoretoadvertiseabout.
Companiescontinuingtoadvertiseleaveuswithnochoicebuttoseeslogans,advertisements
andbillboardseverywherewego.IfyouveevergonetoaplacelikedowntownNewYork,thereare
colorful,bright,flashinglightseverydirectionyoulookwithcompaniestryingtoconvinceconsumersto
chosetheirbrand.

Sources
Marazza,Antonio.Marketing,On."ASurvivalGuideForSymbolicAndLifestyleBrands."
Forbes.ForbesMagazine,11Oct.2013.Web.19Nov.2013.
<http://www.forbes.com/sites/onmarketing/2013/10/11/asurvivalguideforsymbolicandlifestylebra
nds/>.
"THEMEDIABUSINESSRockettoCarryPizzaHutLogo."TheNewYorkTimes.The
NewYorkTimes,1Oct.1999.Web.19Nov.2013.
<http://www.nytimes.com/1999/10/01/business/themediabusinessrockettocarrypizzahutlogo.htm
l>.
Nologobrands,globalization&resistance.Dir.SutJhally.Perf.NaomiKlein.Media
EducationFoundation,2007.DVD.
Searcy,Tom."GreatCompaniesStartWithWhyBYTomSearcy."Inc.com.N.p.,9Mar.
2012.Web.18Nov.2013.<http://www.inc.com/tomsearcy/greatcompaniesstartwithwhy.html>.
Smith,Adam."MassProduction."TheEconomist.TheEconomistNewspaper,20Oct.2009.
Web.19Nov.2013.<http://www.economist.com/node/14299820>.

Context Showsbeginningto
awarenessofcontext

Audience Showsbeginningto
awarenessofaudience
Purpose Showsbeginningto
awarenessofpurpose
Integrationof
contest,audience
andpurpose
Beginstoaligncontext,
audienceandpurposewith
theassignedtask(s).
Content
Development
Developsandexploresideas
throughuseofappropriate,
relevantcontentto
throughoutmostofthework.
Illustrations Attemptstouseillustrations
ofcontentseeninthework
Sourcesand
Evidence
Attemptstousecredible
and/orrelevantsourcesto
supportappropriateideasfor
theassignedwritingtask(s).
UseofLanguage
&Controlof
Syntaxand
Mechanics
Usesstraightforward
languagethat
generallyconveysmeaning
toreadersandhasfew
errors.
Process Someevidenceofprocess
Memo Someevidenceofthought
abouttoolsandevaluatio
Total 41