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A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. Name brands are sometimes distinguished from generic or store brands. The practice of branding is thought to have begun with the ancient Egyptians who were known to have engaged in livestock branding as early as 2, BC.

If a person would steal the animals, anyone could detect the symbol and deduce the actual owner. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil, wine, cosmetics and fish sauce. Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a monetary value to a brand, and allows marketing investment to be managed e.

Marque or make are often used to denote a brand of motor vehiclewhich may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalismrather than a specific product, service, or business. A commodity brand is a brand associated with a commodity.

Branding and labelling have a very ancient history. Branding probably began with the practice of branding livestock in order to deter theft. Images of branding oxen and cattle have been found in ancient Egyptian tombs, dating to around 2, BCE. Branding was adapted for use on other types of goods such as pottery and ceramics. Some form of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions.

Diana Twede has argued that the "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions" p. She has shown that amphoras used in Mediterranean initialism between and BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality.

Systematic use of stamped labels dates from around the fourth century BCE. In a largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer which were understood to convey information about product quality.

These ancient societies imposed strict forms of quality control over commodities, and also needed to convey value to the consumer through branding. Numerous scholarly studies have found evidence of branding, packaging and labelling in antiquity.

Stamps were used on bricks, pottery, storage containers as well as fine ceramics. A series of five marks has been found on Byzantine silver dating from this period. We buy high quality steel rods and make fine quality needles, to be ready for use at home in no time. In ancient Rome, a commercial brand or inscription applied to objects offered for sale, was known as a titulus pictus. The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer.

One merchant who made good use of the titulus pictus was Umbricius Scauras, a manufacturer of fish sauce also known as garum in Pompeii, circa 35 CE. Mosaic patterns in the atrium of his house were decorated with images of amphorae bearing his personal brand and quality claims. The mosaic comprises four different amphora, one at each corner of the atrium, and bearing labels as follows: Wine jars, for example, were stamped with names, such as "Lassius" and "L.

Eumachius;" probably references to the name of the producer. The use of identity marks on products declined following the fall of the Roman Empire. Hallmarks, although known from the 4th-century, especially in Byzantium, [37] only fell into general use during the Medieval period. The widespread use of modern brands is associated with 19th century mass-marketing originating with the advent of packaged goods.

When shipping their items, the factories would literally brand their logo or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand.

Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market - to customers previously familiar only with locally produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market.

Marketers soon realised that brands to which personalities were attached outsold rival brands. The Quaker Oats Company began using the image of the Quaker man in place of a trademark from the late s, with great success. By the early s, trade press, advertising agencies and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and advertise direct to consumers with strongly branded messages.

Aroundadvertising guru, James Walter Thompsonpublished a house advertisement explaining trademark advertising. This was an early commercial explanation of what is now recognized as modern branding and the beginnings of brand management. With the rise of mass media in the early 20th century, companies soon adopted techniques that would allow their messages to stand out; slogansmascotsand jingles began to appear on radio in the s and early television in the s.

Many of the earliest radio drama series were sponsored by soap manufacturers and the genre became known as a soap opera. This began the modern practice now known as brandingwhere the consumers buy the brand instead of the product. This crossword continued to the s, and is now quantified in concepts such as brand value and brand equity. Naomi Klein has described this development as "brand equity mania". Business analysts have reported that what they really purchased was its brand name.

April 2,or Marlboro Fridayis often considered the death of the brand. In dating night shift to the announcement, advertising expenditure declined and Wall Street stocks nose-dived [47] for a large number of branded companies: Some analysts thought the event signalled the beginning of a trend towards "brand blindness" Klein 13questioning the power of "brand value," however the fall proved to be short-lived. Effective branding can result in higher sales of not only one product, but of other products associated with that brand.

Brand development, often the task of a design teamtakes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category.

A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers, a brand name is a "memory heuristic"; a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a site that is legally protected. Simply, the brand identity is a set of individual components, such as a name, a design, a set of imagery, a slogan, a vision, etc.

For example, a brand may showcase its primary attribute as environmental friendliness. Aaker conceptualised brand personality as woo dating app apk of five broad dimensions, namely: Much of the literature on branding suggests that consumers prefer brands with personalities that are congruent with their own.

Consumers may distinguish the psychological aspect brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand of a brand from the experiential aspect.

The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. Marketers or product managers responsible for branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

Orientation of an entire organization towards its brand is called brand orientation. Brand orientation develops in response to market intelligence. Careful brand management seeks to make products or services relevant and meaningful to a target audience. Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications.

Consumers may look on branding as an aspect of products or services, [ citation needed ] as it often serves to denote a certain attractive quality or characteristic see also brand promise. From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding such as a genericstore-branded productpotential purchasers may often select the more expensive branded product on the basis of the perceived quality of the brand or on the basis of the reputation of the brand owner.

Brands helps customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within a category is differentiated from competing brands, and thus the brand helps customers understand which brand satisfies their needs.

Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a category. That is, customers will not consider a brand if they are not aware of it. Marketers typically identify two distinct types of brand awareness; namely brand recall also known as unaided recall or occasionally spontaneous recall and brand recognition also known as aided brand recall.

Brand recognition is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand.

This does not necessarily require that the consumers identify or recall the brand name. When customers experience brand recognition, they are triggered by either a visual or verbal cue.

When given some type of cue, consumers who are able to retrieve the particular memory node that referred to the brand, they exhibit brand recognition. Brand recognition if often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associated it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals.

Unlike brand recognition, brand recall also known as unaided brand recall or spontaneous brand recall "requires that the consumers correctly retrieve the brand from memory".

Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales.

Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation. Brands typically comprise various elements, such as: Although brand identity is regarded [ by whom? Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed [ by whom?

One can analyse the traditional communication model into several consecutive steps: When a brand communicates a brand identity to a receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived" [68]. In order for brands to effectively communicate to customers, marketers must "…consider all touch pointsor sources of contact, that a customer has with the brand".

Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth, or even noticing a branded license plate - defines a touch point. According to Dalen et al. One methodology involves using sensory datings touch points to activate customer emotion. For example, a brand may recognize that advertising touch points are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers.

Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touch points.

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