A gut reaction to the power of brands

I read with interest that Nike’s success as a brand is in part due to the quality of its products (Comment, DW 21 February). This may well be true, but what of the numerous, and successful, brands which bombard us with less convincing promises of quality?

I recently witnessed a young child, certainly of pre-school age, demanding a hamburger of his mother. But not any burger. He would accept a McDonald’s, Burger King or, at a push, “something from KFC”. Despite valiant parental efforts the child would not be fobbed off with something from the local takeaway.

It made me question the morality of “the brand” to see one so young demanding so strongly. And I’m sure children spend far more on hamburgers than on Nikes.

Tiffany Davis

London N8

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