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 completely instead of making the products themselves, in their own factories. So there is a lot of money left over for branding. Nike was undoubtedly one of the forerunners of this strategy. Instead of producing their own products they shifted the production to Japan. Many companies followed this strategy. Freed from the own factories, the company has time and money to create new brand images. More and more factories shut down and move to low-wages countries. Therefore the number of unemployment rises. The workplaces were not reorganized instead they do not exist anymore like they did in the First World. The multinationals do not assign workplaces anymore they submit contracts with subcontractors to produce their products as cheap as possible. And the big companies do not tell where they produce their products because they have not interest that the competitors learn where they are located and take advantage out of it. The companies mean that they are only bargain hunters in search of the best deal in the global mall. Building factories, buying machinery and budgeting for labour have all been lobbed squarely into somebody else’s court. The big corporations are fleeing from the responsibility of being employer. Nevertheless someone has to do the production and if the brand is the most important aspect. And that is where the free-trade zones come in. In Indonesia, China, Mexico, Vietnam, the Philippines and elsewhere, export-processing zones (EPZ – as these areas are also called) are emerging as leading producers. A good example is Cavite on the Philippines, the biggest free-trade zone on this island. There are 207 factories and they are only specialised in export. Inside the gates, factory workers assemble the finished products of our branded world (for example: Nike running shoes, GAP pyjamas, IBM computer screens, Old Navy jeans…) In these zones they do not care about the brands instead the factory hides the brand and different brands are often produced side by side in the same factory. The factories are built of cheap plastic and aluminium even without windows and it is not possible to enter the zone only the workers and the potential importers or exporters are permitted to come into the zone. In Cavite the companies do not have to...
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