Generic vs. Brand Name
In recent
posts I have distinguished between brand name products and those that are “no
name” or “unbranded.” These terms, however, may not be entirely appropriate to
use. Currently in our society the majority, maybe even all, products are
branded, even if they are branded as “no name.” Moreover, fewer and fewer
products appear to carry the “no name” brand and instead carry a generic store
brand, think Loblaw’s “President’s Choice” products. In fact, “no name” itself
is a brand that is only carried by the Loblaw’s Companies stores (Alexander,
2009). Within the same store one may even find products that are sold as brand
name, “no name” brand and store brand. In this sense it is nearly impossible to
“escape the brand.” That said there are differences between brand name products
and generic brands that should be recognized. Investopedia defines a generic
brand as
“A type of consumer product that
lacks a widely recognized name or logo because it typically isn’t advertised.
Generic brands are usually less expensive than brand-name products due to the
lack of promotions, which can inflate the cost of a good or service. Generic
brands are designed to be substitutes for more expensive brand-name goods.”
Though
Investopedia defines generic products as those that do not have a widely
recognized name or logo, I would argue that with large corporations that have
locations in many cities and in different countries even store brand products
are becoming well known. For instance, I feel that many people in the West
would recognize Walmart’s “Great Value” brand or Shoppers “Life brand” because
many are familiar with these stores. It also appears that I was so familiar
with “no name” products that I never realized they were one of the store brands
of Loblaw’s Companies Ltd. However, it could be said that these store brands
are less recognizable than the brand name products sold in multiple stores. A
person who does not shop at Wal-Mart, for example, may not be aware of the
“Great Value” brand but is likely familiar with say “Cheerios” cereal. It may
also be true, as Investopedia says that generic brands are also cheaper because
they spend less money on advertising their products or line of products. So
while “unbranded” products may be nearly impossible to find generic brands
offer an alternative to largely recognized brand names.
Note:
Having now realized that “no name” is similar to other generic or store brands,
and that finding products that are not branded is going to be nearly impossible,
I will concentrate on the second week of this project on avoiding brand names
and not generic brands. If the option does exist to buy or use things that are
unbranded, for instance buying food from a farmer’s market, then I will do so.
In other cases I will just try to stay away from the commonly known brand names
that are sold in many different stores of a similar nature. For instance, the
brand Tylenol that can be found in Walmart, Shoppers, Loblaws and most
convenience stores in the West. Throughout the deration of this blog, however, I
will make distinctions between any non-branded products, generic products and
brand name products. Generic Tylenol and Aunt Jemima Pancakes
Act(s)
of consuming: Using
Product: Life Brand Extra Strength Acetaminophenophen
100 Tablets
Price: Currently Unavailable
Price of
Simialar Products (different brands): Currently Unavaliable
|
Tylenol Extra Strength
(currently unavialable)
|
(currently unavialable)
|
Why I chose
this brand?:
Cost was a big influence for me choosing the generic
brand of Acetominophen over the more commonly known Tylenol brand. When I buy
medications I often chose the generic brand over the brand name product because
these usually cost less. If, however, the Tylenol brand was on sale for cheaper
than the generic brand when I bought this product, which was about 8 months
ago, I am certain I would have chosen that product. Why is this? I mean
according to my knowledge and the government institution Health Canada generic
drugs have the same medical ingredients as brand name ones and are of the same
quality (Health Canada). The fact that I chose the generic brand of medications
when and if they are cheaper shows that believe they will work as well. Yet,
for some reason when the brand name is cheaper I will buy that. Is this due to
the advertising of the product? Is it because I trust the product more? Is it
because of my familiarity with the product both growing up and from media
sources? I cannot answer this for myself but it is possible that it is all of
these factors.
Moreover, the fact that I chose Lifebrand over other
generic brands of acetomenophen was more about convience than anything else. At
the time I bought this medication I was sick with mono and had a terrible
throat infection. I was told to take acetomenophen and ibuprophen by a doctor
not being able to get around easily and not being able to afford to taxis to
another location I stopped at the shoppers drug mart near my house. My choice
to stop here instead of one of the convenience stores that are the same
distance from my home does suggest that I trust or am more familiar and
comfortable in this store. Also it may have been that convience stores often
charge more for products than drug stores. Perhaps I also trusted the Lifebrand
more because there were pharmacists available who, had I had any, could answer
any questions I had about this medication. So although I may prefer Shoppers
Drug Mart to other stores I would have chosen another store brand had different
store being closer.
Limitations
on choice?:
As I mentioned my decision to buy a generic brand of
medication over a brand name was primarily about cost. Since I have a lower
income and I know the effectiveness and quality of the product is the same I
chose to save money and buy the cheaper product. My choice, and I am sure the
choice of many others on a low income, was therefore limited by how much money
I could afford to spend. Those who have higher incomes may be more easily able
to chose the brand name product because they can be less concerned about there
spending.
Cost is particularly important, at
least for myself, when it comes to prescription medications. Under my parents
medical plan if there is a generic version of the medication avialable the
company will only cover the cost of the generic version. If the person wishes
instead to have the brand name version they must pay for the medication
themselves. Therefore, under this plan, people who cannot or wish not to pay
for their medications must use the generic product. There choice is therefore
limited by the regulations of the plan and their ability or willingness to pay
for their medications.
Act(s) of
consuming: Using
Product: Aunt Jemima Buttlermilk (premade) pancakes
12 pancakes
Price: Currently Not Available
Price of Similar Products (different brands):
|
Aunt Jemima Pancake Mix
(currently unavilable)
|
No Name or Store Brand Pancake Mix
(currently unavailable)
|
Another Frozen Pancake Brand Name
(currently unavailable)
|
Why I chose this brand?:
Generally I prefer to make pancakes from scratch. I have
a secret family recipe that, in my opinion, no bought pancakes or pancake mixes
can ever compare to. So why did I buy frozen pancakes? Well, first of all, part
of the reason was just interest in the product. I was unaware that pancakes
could be bought premade, frozen and microwavable. Secondly, I have very little
time to cook, had been wanting pancakes and did not wish to make them. In other
words my decision to buy the product was based on my own laziness.
My decision to buy this brand, however, was mainly
because of my trust in the brand. I trusted that the pancakes would be
satisfying because I had eaten Aunt Jemima pancakes before. As I suggested
earlier my family prefers to make pancakes from our own reciepe. My dad is the
exception to this as he prefers to make them out of a box mix, specifically out
of an Aunt Jamima mix. Aunt Jamima always reminds me of camping with my dad
because he would always bring these mixes with him and make pancakes for my mom
and I over the propane stove. So when buying these pancakes I thought I enjoyed
Aunt Jemima as a child so why then should these frozen pancakes be dissatisfying?
In the video “No Logo: Brands Globalization Resistance”
Naomi Klein argues that images like Aunt Jemima are used by companies so that
people are given a person who they feel they can trust (2012). Prior to
industrialization and large factories the food people bought came directly from
those producing it, such as a butcher or famer (Klein, 2012). In order to
replace these figures and still instil trust in people, Klein argues that
products were branded with characters such as Aunt Jemima or the Green Gaint
(2012). These characters make people believe that they can trust the product
because it suggests that it comes from this person (Klein, 2012). This argument
resonated with me when I watched the video. It made me think that perhaps the
reason that my dad started using Aunt Jemima and why I continue to consume it
is also because of this branding technique.
Lastly, the syrup that my roomate bought and which my
household shares is also Aunt Jemima. Knowing this it could be that I bought
this brand of pancakes because I knew I would be using Aunt jemima syrup on
them. Perhaps I felt that getting the “whole experience” of this syrup meant
that I had to have the brand of pancakes that “went with it.” Or again maybe it
was my satisfaction in the syrup, having used it before, that lead to my trust
and desire to consume the Aunt Jemima pancakes. Either way it is possible that
having another product by the same brand affected my decision.
Limitations
on choice?:
As mentioned my main reason for buying frozen pancakes
was a lack of time and lacking the desire to cook something. I think this
speaks to the business of peoples lives today that we cannot or will not make
the time to make pancakes from scratch, something that may only take twenty
minutes. The possibility to make pancakes from a reciepe and not buy them
premade or in mixes remains however. Yet, in such instances the ingredients
that are used in the reciepe would likely also be branded products. That being
said it is likely that one could at least find these ingredients in generic
brands. Futhermore, I did have the option to buy pancake mixes that were of a
generic brand. This again though, would have taken more time than the frozen
pancakes.
Moreover, the choice between frozen pancakes themselves
was also limited. There are very few brands that make frozen pancakes. From
what I recall there was only one other company that made this product within
the Loblaws store I was shopping at. Therefore, the lack of selection between
brands was also a limiting factor in which brand I chose to purchase.
Works Cited
Alexander, R. (2009, 6 April). No Name Who? Brand Channel Always Branding Always On.
Retrieved from: http://www.brandchannel.com/features_profile.asp?pr_id=433/.
Generic Brand. Retrieved from http://www.investopedia.com/terms/g/generic-brand.asp#axzz2LmUVk1Jy.
Health Canada. The Safety and Effectiveness of Generic
Drugs. Retrieved from: http://www.hc-sc.gc.ca/hl-vs/iyh-vsv/med/med-gen-eng.php.
Klein, N. (2012) No Logo: Brands Globalization
Resistance. Retrieved from: http://www.youtube.com/watch?v=Lmmnknt4mCg.
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