By Naomi Klein (2000)

Pg.5: “The Beginning of the Brand”

1. Branding: When did it start? Why did it start?

2. Some of the earliest brands include Aunt Jemima and Uncle Ben. Why were these particular images chosen and cultivated by their parent companies?

3. Why was the purchase of Kraft by Philip Morris (the tobacco company) such a significant moment in the business world?

4. Why is image such an important selling point for companies?

5. The three most valuable brand names on earth: Marlboro, Coca-Cola, and Budweiser, in that order. Taking the product and its respective market into consideration, what common trait do all three have?