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No Logo : Taking Aim at the Brand Bullies [Hardcover]

Naomi Klein
3.8 out of 5 stars  See all reviews (108 customer reviews)

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Book Description

7 Dec 1999
There's a bad mood rising against the corporate brands. No Logo is the warning on the label.

Once a poster boy for the new economy, Bill Gates has become global whipping boy. Nike's swoosh - the marketing success of the nineties - is now equated with sweatshop labour, and teenage MacDonald's workers are joining the Teamsters. What is going on? No Logo, an incisive and insightful report from the frontlines of mounting backlash against multinational corporations, explains why some of the most revered brands in the world are finding themselves on the wrong end of a bottle of spray paint, a computer hack, or an international anti-corporate campaign.

No Logo uncovers a betrayal of the central promises of the information age: choice, interactivity, and increased freedom. And as job security disappears, the respectful reverence which corporations enjoyed as engines of the economy is also dissipating - as is their protection from worker and citizen rage.

Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic exposé, No Logo is the first book to put the new resistance into pop-historical and clear economic perspective. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world.

Product details

  • Hardcover
  • Publisher: Knopf Canada (7 Dec 1999)
  • Language: English
  • ISBN-10: 067697130X
  • ISBN-13: 978-0676971309
  • Product Dimensions: 23.4 x 18 x 3.3 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (108 customer reviews)
  • Amazon Bestsellers Rank: 514,991 in Books (See Top 100 in Books)

More About the Author

Naomi Klein is an award-winning journalist, author and filmmaker. The Shock Doctrine has been translated into more than twenty languages. It was a hardback bestseller in Canada, the United States, Germany, Italy, Spain and Sweden, nominated for multiple awards including the Los Angeles Times Book Award and the New York Public Library Bernstein Award for Journalism.

Naomi Klein writes an internationally syndicated column for The Guardian and The Nation and reported from Iraq for Harper's magazine. In 2004, she released The Take, a feature documentary about Argentina's occupied factories, co-produced with director Avi Lewis. She is a former Miliband Fellow at the London School of Economics and holds an honorary Doctor of Civil Laws from the University of King's College, Nova Scotia. Her first book was the international bestseller No Logo: Taking Aim at the Brand Bullies, called "a movement bible" by The New York Times.

Product Description

Amazon Review

We live in an era where image is nearly everything, where the proliferation of brand-name culture has created, to take one hyperbolic example from Naomi Klein's No Logo, "walking, talking, life-sized Tommy [Hilfiger] dolls, mummified in fully branded Tommy worlds". Brand identities are even flourishing online, she notes--and for some retailers, perhaps best of all online: "Liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations."

In No Logo, Klein patiently demonstrates, step by step, how brands have become ubiquitous, not just in media and on the street but increasingly in the schools as well. The global companies claim to support diversity but their version of "corporate multiculturalism" is merely intended to create more buying options for consumers. When Klein talks about how easy it is for retailers like Wal-Mart and Blockbuster to "censor" the contents of videotapes and albums, she also considers the role corporate conglomeration plays in the process. How much would one expect Paramount Pictures, for example, to protest against Blockbuster's policies, given that they're both divisions of Viacom?

Klein also looks at the workers who keep these companies running, most of whom never share in any of the great rewards. The president of Borders, when asked whether the bookstore chain could pay its clerks a "living wage" wrote that "while the concept is romantically appealing, it ignores the practicalities and realities of our business environment." Those clerks should probably just be grateful they're not stuck in an Asian sweatshop, making pennies an hour to produce Nike sneakers or other must-have fashion items. Klein also discusses at some length the tactic of hiring "permatemps" who can do most of the work and receive few, if any, benefits like health care, paid vacations or stock options. While many workers are glad to be part of the "Free Agent Nation" observers note that, particularly in the high-tech industry, such policies make it increasingly difficult to organise workers and advocate for change.

But resistance is growing and the backlash against the brands has set in. Street-level education programmes have taught kids in the inner cities, for example, not only about Nike's abusive labour practices but about the astronomical mark-up in their prices. Boycotts have commenced: as one urban teen put it, "Nike, we made you. We can break you." But there's more to the revolution, as Klein optimistically recounts: "Ethical shareholders, culture jammers, street reclaimers, McUnion organisers, human-rights hacktivists, school-logo fighters and Internet corporate watchdogs are at the early stages of demanding a citizen-centred alternative to the international rule of the brands ... as global, and as capable of co-ordinated action, as the multinational corporations it seeks to subvert." No Logo is a comprehensive account of what the global economy has wrought and the actions taking place to thwart it. --Ron Hogan --This text refers to an out of print or unavailable edition of this title.


‘Just when you thought multi-nationals and crazed consumerism were too big to fight, along comes Naomi Klein with facts, spirit, and news of successful fighters already out there. No Logo is an invigorating call to arms for everybody who wants to save money, justice, or the universe.’
Gloria Steinem

‘What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands.’
Billy Bragg

--This text refers to an out of print or unavailable edition of this title.

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Customer Reviews

Most Helpful Customer Reviews
53 of 56 people found the following review helpful
I have owned this book for some time, and have only just plucked up the courage to read it. This has taken a month to finish, largely because the issues raised required some thought and resulted in a bit of discussion at home, even briefly diverting attention away from sport on TV. The title makes it clear that the author is taking up a particular, predominantly negative, attitude towards branding and marketing in the context of globalisation. Naomi Klein has researched the impact of brands on local environments and people, and on the countries where products are manufactured, with reference to the power of multi-nationals to shape national and international politics and policies. I was impressed by the detail in the book, although I found parts of it heavy-going for the same reason.
The chapters dealing with the marketing of brands to young people within schools and universities were particularly interesting-things have changed since my day. I was fascinated by what makes a brand "cool" and how corporations have acquired and then exploited knowledge about us all to create demand for products. I discovered that my belief that I take no notice of advertising is almost certainly wrong-I see so many messages during a day that some of them are bound to stick and then pop up the next time I need to buy a pair of trainers.
The strongest chapters relate to the treatment of workers in sweatshops in various parts of the world. I knew that such operations existed but I had not appreciated the extent of their reach. This book proved to me that I have bought goods manufactured by someone who is living on payment well below minimum wage, working long hours, often in unsafe conditions. That has made me stop to think about what I will buy and from where in future.
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49 of 52 people found the following review helpful
4.0 out of 5 stars A relevant take on contemporary society 7 Nov 2001
By A Customer
No Logo is packed with mind-blowing facts about a culture most of us accept as part of our daily life. This book made a real impression upon me - quite an achievement as I'm a dedicated consumer and had been greatly unimpressed with what I'd seen of the anti-globalisation movement.
This book encompasses many themes and for me it offers a modern take on issues of censorship and inequalities of sex, race and class. I was amazed at how many areas of our lives brand-building infiltrates and attempts to control. The strategies used by global companies are fascinating and it is unnerving to recognise yourself as the subject of sophisticated manipulation.
Klein's is not a balanced approach, but then she clearly sees no room for excuses in this moral manifesto. It makes for an engaging read as you can really sense her passion and anger. Stylistically the book owes more to quality journalism than dry academia. The No Logo website is worth a look too!
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43 of 46 people found the following review helpful
3.0 out of 5 stars Thought provoking but a too long 21 May 2004
By A Customer
Format:Paperback|Verified Purchase
This is clearly a key text for many, and it is very thought provoking still now in 2004, I first read it in 2001 - the case studies and views of some appaling acts by the multi-nationals using export processing zones are delivered in a solid manner, with some thorough research and backing. However there is a "but"... the book is far too long and heavy, once you have read half, you really won't gain much more by reading it all, it is the same thing repeated over again with different cases, making it harder to read as time progresses. By 3/4s in it becomes a chore to read. However this is a text rather than a roll-along book, and I still believe everyone should read it once.
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3 of 3 people found the following review helpful
Format:Paperback|Verified Purchase
First of all, it has to be noted that I read the 10th anniversary edition, and cannot compare to the original edition, published in 2000. The book looks at the rise of brands and the way they have taken over various aspects of modern life. It is split into 4 sections:

No Space - where certain brands have attempted to make themselves ubiquitous, pushing competition to the margin
No Choice - where the companies behind the brands have gone out of their way to try and protect their brand and ensure that consumers have few alternatives to choose from
No Jobs - the impact on job security, conditions and the outsourcing of jobs to export processing zones (EPZs)
No Logo - a bit of a hodge-podge of topics, but broadly looking at the rise of anti-globalisation movements.

The book is surprisingly trans-atlantic. One trepidation I felt in picking the book up was that it was primarily a critique of north american corporate practices. And though this is true, it did not feel like I was reading about an alien culture. I suspect this, in and of itself, may be evidence of the kind of globalised culture that Klein is criticising.

The book does go into some depth on its topics, with plenty of references for further explanation on some key areas covered (e.g. The McLibel trial) which gives the book tremendous credibility. It is, however, also littered with emotively loaded adjectives, which made me a little uncomfortable, as it did not feel that I was always reading a balanced account. Later in the book, Klein describes the time she spent talking to sweatshop workers in one of these EPZs and from here it is clear where the emotional heart of her anger has come.
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Most Recent Customer Reviews
5.0 out of 5 stars Great product
I bought this book for a book review in one of my university modules. I haven't read much of the book yet, but it was very cheap and arrived in excellent condition and promptly.
Published 4 months ago by Steph
5.0 out of 5 stars no fuss
I ordered the book, It came when they said it would and all was done with no fuss at all.Thank you
Published 5 months ago by Michael D Joyce
5.0 out of 5 stars Good read. Eye opening
very interesting read and interesting subject. It is very interesting to see how the predictions have come true and the extent top which things have moved on since the time of... Read more
Published 8 months ago by Roybhoy
5.0 out of 5 stars A must have
It's a intemporal book - a classical. It's like a must have!! Very useful for anyone that manage and communicate brands.
Published 12 months ago by Mafalda Melo
5.0 out of 5 stars A must read.
Packed full of information we may never have thought about, this is a thought provoking book to pass on to ones friends.
Published 15 months ago by C. Kirby
5.0 out of 5 stars excelent
excelent, book as described . item complied with expectations and promises . valuable choice for the price and fast shippment .
Published 16 months ago by Hugo
5.0 out of 5 stars What can I say?
What can I say for a book written by Naomi Klein. The writer is extremely influential without being theoretical. She is a true activist and makes a clear point in all her books.
Published 18 months ago by StavrosP
5.0 out of 5 stars Eye-opening
In 'No Logo,' one of the most important pieces of writing on social justice of the last 10 years, Naomi Klein investigates the brands, the marketing, the images that are so... Read more
Published 19 months ago by Xenophon
4.0 out of 5 stars Still Relevant Over A Decade After It Was Written
If nothing else this book takes a hefty and long overdue swipe at corporate America. The book has been heavily criticised in several quarters as being flawed in its arguments and... Read more
Published 20 months ago by Neil
3.0 out of 5 stars Now a Registered Trade Mark...
Seminal in its impact in 1999, No Logo has not weathered well, and there is something a little wistful about Klein's new 10th anniversary edition introduction. Read more
Published 21 months ago by Martin Turner
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