BY APPOINTMENT TO THE AMERICAN PUBLIC (Dec, 1948)
BY APPOINTMENT TO THE AMERICAN PUBLIC
In some countries products are endorsed by the Crown, and bear the arms of the royal family. That gives them prestige which stimulates sales.
But in democratic America our products are endorsed solely by the approval of the American people, and are identified by brand names and trademarks that have won esteem the hard way.
Here a product must stand on its own feet and fight to survive in the intense rivalry of the market place.
Here there is no easy road to popularity or leadership— no suggestion from government as to what you shall buy or what you shall pay. Under our brand system, which is the very keystone in the structure of our free economy, people can separate the wheat from the chaff and make their purchases solely on the basis of merit and appeal to their personal tastes and preferences. Our system of brand names and advertising is important to the American way of life for two other basic reasons:
1. It develops broad markets for our goods, which in turn stimulate volume production. As a result, many conveniences that would otherwise be luxuries can be sold at prices almost everyone can afford.
2. Brand competition spurs our manufacturers to greater efforts to please us. And this results in constant product improvement and the birth of many new products to add to our comfort and happiness.
So as you read the advertisements of brand manufacturers in this magazine, remember that your daily purchases of these brands are not only a guarantee of good quality and good values, but also a guarantee of continual progress in-better living.
INCORPORATED A NON-PROFIT EDUCATIONAL FOUNDATION • 119 WEST 57th STREET, NEW YORK 19, N. Y.