alt Hacker NewsTo me its a bigger problem. The concept of Brand was highly diminished during the manufacturing outsource phase to cheap countries. You could pay $10 for the brand name of a simple product or get the 100% equivalent for $1 from a Chinese Knock off. So people felt ripped off and abandoned brands. (reasonable since the brands were keeping prices high artificially)
However that has lead to a massive drop off in quality and price/value ratio of all products. Now the brands and the knock offs are in a race to the bottom for the lowest quality product/profit ratio so there truly is no difference and no quality products below "luxury" tier exist anymore.
Even some high'ish tier brands shoes like Hoka/Ons shoes have major quality issues even though they exist at just below the "premium" price point. I had two pairs of the same Ons last year, one lasted 3 months and started falling apart the other pair is still going 1y later. I wore them roughly the same amount switching between them. I looked up online and it turns out both brands avoid long term production contracts to bank profits from the lowest bidder at expense of their own brand they built.
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> The concept of Brand was highly diminished during the manufacturing outsource phase
Ironically I'd say that this was what firmly cemented the concept. Brands truly gained their power when they separated themselves from what they produce and the name providing it. Previously, brands were tied to the quality of their items. When they separated the idea, it enabled brands to become lifestyles and cultural signifiers, which skyrocketed the profitability of being a brand rather than a producer of a good.
Yes, exactly—the concept of Brand means hardly anything anymore. Certainly due partly to outsourcing like you say, but I think even more generally due to financialization. In a financialized world, brands become purely assets, which can be swiftly created and destroyed on (digital) paper, or packaged and sold to the highest bidder. The brand’s products aren’t the product any longer—it’s the brand itself.