Pathfinder-Branding

=Introduction := ==Brand names have been shaping our society and civilization for years. Brand name companies have for years thought of new ways to spend less and gain more. Now in present day brand name companies even use cheap labor to create their famous products all over the world. For a company to gain fame not only do their product have to have good quality but the company has to have and create an image themselves using advertising to make their brand into a household name thus making it look more like a way of life then a company.==

=Key search term: Branding=

(After searching this key term in SIRS I got the subject headings)
=Subject Headings:(SIRS RESEARCH)=

Branding (Marketing)
=**Glossary- Branding**=

=Articles found with subject heading: Brand name products= Collins, Clayton. " [|Status of US Brand Slips Globally Among Teens]" "Christian Science Monitor" 16. Feb. 2006: N.P.//SIRS RESEARCHER// Annotation: This article reveals how brands that were cool to teens 10 years ago have shifted to different companies.This can be useful to see how teens are affected by brands.

Kopkowski, Cynthia " [|From Legos to Logos]" : "NEA Today Vol. 24, No. 8" May, 2006 P36-37.//SIRS RESEARCHER// Annotation: This article talks about how brand company's are using the vulnerable minds of the youth to get what they want thus making kids more interested in logos and brands then ever before.This article can be useful to see how companies can take advantage of youths vulnerable minds to make profits.

Schwartzberg, Shlomo " [|No Surrender]" "Jerusalem Report" 26 Feb 2001: 32-33. SIRS Researcher Annotation: This article is saying all the negative aspects of brands and logos because, of the cumulative advertising and also the cheap labor people do in different countries. This article also introduces Naomi Klein a famous brands and logos activist.This article can be helpful to see the negatives that are mentioned about companies with famous brands and logos.

Klein, Naomi. " [|No Logo: Multinationals and the Appropriation of Meaning]" "LAPIS No. 13" Spring 2001: 13-26. SIRS Researcher Annotation: This article explains how the importance of building brand image can change a company in drastic ways. so that it isn't just a brand anymore but a lifestyle. It can be helpful to see what companies can do to build their brand image and expand their horizons.

=Article found with subject heading: Consumption (Economics)=

Thein Durning, Alan. " [|Can't Live Without It]." //World Watch// May/june 1993: P10-18.//SIRS RESEARCHER// Annotation: This article his article explains the goals of the simplicity movement, an anti-consumption group whose members prefer conservation and minimal product buying.This article can be helpful if you are looking at what people do as an alternative instead of being sucked in the companies famous brands and logos wraths.

=Article found with subject heading: Branding (Marketing)=

Horovitz, Bruce. "[|Starbucks Aims Beyond Lattes, to Extend Brand to Films, Music...]" //USA Today// 18 May 2006: N.p. SIRS Researcher Annotation: This article Talks about how a famous company like star bucks wants to expand its business and want to keep on building their brand image to make star bucks more then a brand image but a lifestyle and way of living.This article can be helpful to see how a company can build and expand their own brand image and build it into a bigger and larger empire.



EXPERT- [|A Profile Of Naomi Klein] -(check book source below to see books she wrote)
===Originally published in //Saturday, September 23, 2000// //in the [|Guardian/UK]; retrieved in the website [|http://commondreams.org]===
 * Summary:" Naomi Klein is an activist that is anti-logos she feels that logos and advertising brand names and logos is a waste of money at times and takes up to much space in the world. She explains how brands have taken over the world and I feel that she is a very good resource to know more about brands and brand name products and how they are affecting the economy."**

= = =**Website:** BRANDING OF AMERICA= Library of Congress (LOC)
 * Summary:** "This website I found using SIRS web select it shows historical facts about products that are famous and used today and it shows how they came to be". (limited sources)
 * URL:** **http://memory.loc.gov/ammem/ndlpedu/features/branding/index.php**

=**Book source:**= [| No space, no choice, no jobs, no logo] (New York Public Library LEO search) [|Branded : the buying and selling of teenagers](New York Public Library LEO search) [|Buzz: Harness the Power of Influence and Create Demand] (LEO search) [|Buzz: Harness the Power of Influence and Create Demand](AMAZON search)) [|No logo : taking aim at the brand bullies](**New York Public Library **LEO search) [|No Logo: Taking Aim at the Brand Bullies] (AMAZON search)**
 * [|Branded: The Buying and Selling of Teenagers](AMAZON search)