Starbucks Vs. Tim Hortons

1210 Words Nov 8th, 2016 5 Pages
Pepsi or Coke? Apple or Android? Starbucks or Tim Hortons? These are seemingly insignificant choices between products; however, taken together they structure the lives of individuals. To reduce brands to anything less would be to negate the significance they hold in the fabric of individual’s lives. What is important, then, is to uncover the ways in which certain brands weave their way into this fabric through their advertising practices and promotional culture. This paper begins with a brief historical outline of consumer culture and it’s ties to neoliberalism, and then moves to an in depth exploration of the way in which companies work to create and maintain a positive brand image among consumers. Through a focus on branding, versus product-specific advertising, companies work to create attachments and emotional bonds, effectively creating a loyal and invested customer base. Corporations draw upon established systems of meaning, selling consumer’s values and beliefs back to them in the form of a brand. This process is not unidirectional, operating simultaneously through individual consent and participation. In our modern, neoliberal market place, notions of individuality have positioned “the choosing self at the center of consumer culture”, and individuals seek self-fulfillment and satisfaction from “active lifestyle choices” (Arvidsson, 2001, p. 48). The self has come to be defined by the brands one identifies with.
The remainder of this paper focuses on themes of…

More about Starbucks Vs. Tim Hortons

Open Document