Journal Entry 6: Branding

This week’s class discussion focused around innovation and featured a brilliant guest speaker who discussed the world of advertising and product placement. Prior to his presentation to the class, an interesting question was brought up during the class discussion: Do I recognize US culture here in London? Since my arrival in London, I have marveled at the implementation of American brands into London every day culture. The most notable American brands I have come in contact with here are Starbucks, McDonalds, Pizza Hut, Burger King, Chipotle, Apple, and even our most notable fashion brands such as The Gap and Nike. Upon first arriving, seeing those brands made me feel a sense of joy and relief because they served as a connection to home for me. I knew I could seek refuge in knowing that some of the every day comforts from home were here in London. In regards to each of these brands, however, the companies are making large profits by having their brands overseas in pounds because they are charging the same amount of money for a product as they do in US dollars in the States. For instance, a Chipotle burrito will run the average student in America about eight dollars where in London a burrito costs eight pounds. Clearly there is a dramatic increase in price between the two continent’s pricing. I have quickly come to realize the profit that these notable American brands benefit from by selling their products overseas in a stronger currency. In regards to American fast food brands such as McDonalds, Pizza Hut and Burger King, I was in awe of the difference in marketing these brands have made in their establishments overseas. The typical McDonalds or Pizza Hut in the States are considered low culture establishments with quick service and meager surroundings. They are associated with poor nutrition and a way in which to pinch pennies when buying food. However, upon walking into the modern functioning restaurants of McDonalds and Pizza Hut, my mouth immediately fell to the floor. I couldn’t believe how this low scale common American fast food institution is considered an upscale eatery in London. Even traveling to other countries such as Copenhagen, the 7 11 brand convenience store is a highly frequented grocery store. The difference in advertising and marketing overseas versus America has been truly fascinating. Rather than seek refuge in these standard American institutions, I have actually found myself going in quite the opposite direction due to the price increase and overall desire for the true London experience. My favorite London brands abroad have become EAT, Costa, Pizza Express and in regards to clothing brands Top Shop.

                                                          McDonalds America

McDonald's London

Some of My Favorite London Brands