hello TOK people...
I am doing my tok presentation in a couple of weeks, and i have chosen media as a topic.. more specifically, on branding and how companies sell a brand not a product. I was wondering if anyone had any thoughts relating to the ethics behind this, like is it fair to buy something for cheap and add a brand name and then sell it for 10x the price?
thanks!

In this case, others are selling competing products, so you must differentiate you product from others. Will you choose to sell your product as the cost effective leader (off-brand) or the quality leader (name brand), or perhaps the nich market (custom shoes)? In order to answer these, you must have a good understanding of business. Selling shoes at 10x production cost is not necessarily unethical, because competitors still provide cheaper alternatives.