Anyone who has studied basic economics has heard of branding. Even those who haven't are well acquainted with the principle. Branding facilitates simple consumer decisions, because with a brand, a consumer knows exactly what to expect. The consumer already knows how Hershey's chocolate will taste, what basic colors Crayola markers come in and how Converse All-Stars will fit.
Living in a foreign country, however, very few of the brand names I'm used to are available. At first glance, this doesn't seem like a very big deal. After all, isn't corporate America rotting away our souls with its brainwashing tactics?
The truth, though, is that brands really do make shopping easier. The grocery stores here, most of which are smaller than U.S. ones, seem overwhelming. I am faced with many different brands, none of which I recognize, boasting their qualities in a language I cannot understand.
For this reason, when I want a meal in which I know exactly what to expect, I can go to McDonald's. I guarantee tourists do not gather at the greasy, U.S. institution because they think it's more appetizing or cheaper than Polish restaurants. It's because it's convenient and mindless. Each tourist knows they'll be able to pay with a credit card and get food that, while not necessarily nutritious or especially delicious, will be just what they expected.
The same goes for a store like H&M. In those stores, I don't have to understand the signs to know exactly what I'm getting. I walk in already knowing the approximate cost, quality and variety of clothing I'm going to be able to find.
The phenomenon of branding, however, does not force us to stick to culturally familiar stores and products, even if it may feel more comfortable. People in commercial societies very quickly adapt to new brands they are surrounded by. Here, I already know what brands of instant soup, bread, soda, chocolate and cereal I like. And once I find something I like, I stick to it.
Certain grocery stores, ice cream stands and coffee shops have already earned their reputations among the exchange students here as being the best to go to - even if we've only been here for a month or two. In a place without Safeway or Whole Foods, Alterra or Starbucks, we have found places that act as substitutes. They are places that we now refer to just as simply, just as casually, as if we were saying we were going to go to Target or CVS.
I'm sure if you asked my classmates, most would prefer visiting CVS than the several stores it would take to buy the same variety of items here. However, given our options, we have adapted to everyday life. No, it's not just corporate America that wants to win customer loyalty. It's also the old woman selling pretzels on the street corner.
