No Logo Chapter 1 Summary

No Logo Chapter 1 Summary
The first chapter of “No Logo”, can be described as the rise of brands. Beginning of the 1900’s products were still produced to be sold for what they were, but starting in the 1920’s to 1930’s companies started to try and sell a lifestyle or Image, also known as branding. Suddenly companies didn’t just sell oats but “Quakers Oats”. The “brand” established itself to be something that everybody can trust, it was meant to portray and image of familiarity and it definitely succeeded. After this success the 80’s branding mania began. Phillip Morris bought “Kraft” for $12.6 million, which was six times as much as it was worth on paper. This was the final proof that brands had taken over the market and were more important than the product itself. Following that, companies suddenly had the urge to always break their own and others records. Advertising companies started to flood the streets with logos and billboards of brands. Where ever one looked, one saw an advertising slogan for a brand. Millions and millions of dollars started to flow into advertising campaigns of all sorts and started to control the market.