CHARLENE_INFLUENCER
INFLUENCE & INSPIRE | ENGAGE & ENTERTAIN
- CHARLENE_INFLUENCER
- INFLUENCE & INSPIRE | ENGAGE & ENTERTAIN
- Brand
- Etymology
- History
- Concepts
- Trademarks and brand names
- Corporate Brand Identification
- Brand Characteristics
- Brand Recognition
- Brand Identification
- Recall of a Brand
- Elements of Branding
- Communication of a Brand
- Variables in Global Brands
- Brand Name
- Brand name classifications
- The Brand Line
- Brand Identification
- Visual Brand Identification
- Brand loyalty
- Brand equality
- Brands’ Increasing Role
- Branding strategies
- Company name
- Individual Branding
- Challenger brands
- Strategy for Multi-Product Branding
- Expansion of the product line
- Subbranding
- Brand extension and brand dilution
- Co-branding
- Multibranding strategy
- Fighting brands
- Private branding strategy
- Mixed branding strategy
- Branding with an attitude and renowned brands
- “No-brand” branding
- Derived brands
- Social media brands
- Private Labels
- Designer Private Labels
- Individual and organizational brands
- Crowdsourced branding
- Personalized branding
- Nation branding (place branding and public diplomacy)
- Destination branding
- Brand protection
- Doppelgänger brand image (DBI)
- International Standards
- References
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Brand
A “brand” is any characteristic that sets one seller’s item or service apart from that of other sellers. It might be a name, a word, a design, a symbol, or anything else. [2][3][4][5] In business, marketing, and advertising, brands are used to build and preserve Brand equity for the recognized product, which benefits the brand’s customers, owners, and shareholders. [6] Sometimes generic or retail brands can be distinguished from brand names.
It is believed that the ancient Egyptians, who are renowned for Branding animals as early as 2,700 BCE, were the first to participate in the process of branding, which is defined in its original literal definition as marking by burning. [7][need quotation to verify] By using a hot branding iron to burn a unique sign into the animal’s skin, branding was used to distinguish one person’s livestock from another. Anyone who saw the emblem might figure out who was the actual owner if any of the livestock were stolen. Today’s term “brand” denotes the ideals and promises that a consumer may perceive and believe in. It has been expanded to encompass a strategic personality for a product or business. It encompasses the tone and voice of the company. The practice of branding objects has expanded over time to include a wider variety of packaging and products that are for sales, such as oil, wine, cosmetics, and fish sauce. In the twenty-first century, it has even further expanded to include services (like legal, financial, and medical), political parties, and individuals (e.g., Lady Gaga and Katy Perry). One of the first kinds of branding was said to be the painting of a cow with symbols or colours at flea markets.
The term “branding” has evolved in the contemporary period to refer to the manager’s use of marketing and communication strategies and tools to set a business or product apart from rivals and leave an impression on consumers. A brand’s identity, personality, product design, brand communication (via trademarks and logos, for example), brand awareness, brand loyalty, and another branding tactic (brand management) are the essential elements that make up its toolkit. [8] Branding is one of the few surviving elements of product distinction since many businesses feel that there isn’t much to differentiate between various sorts of products in the twenty-first century. [9]
The efficacy of these branding elements serves to verify Brand Equity, which is the quantifiable sum of a brand’s value. [10] Brand equity is developed by implementing marketing tactics to boost client loyalty and satisfaction, including side effects like decreased price sensitivity. Markets are becoming more dynamic and volatile. [8] A company has achieved an elevated level of brand equity when a consumer is familiar with or prefers it over its rivals. [10] To measure brand equity, certain accounting rules have been developed. A brand, which is an intangible asset according to accounting standards, is sometimes the most asset listed on a company’s balance sheet. Brand managers diligently oversee their brands to increase shareholder value. To optimize shareholder value, marketing investments can be managed (e.g., prioritized across a portfolio of brands) using the management strategy known as “brand valuation.” The idea of assigning value to a brand encourages marketing professionals to be focused on long-term stewardship of the brand and managing for value, even when only purchased brands appear on a company’s financial sheet.
The corporation that is strongly associated with a brand is frequently referred to by the metonym “brand.” [11] The terms “marque” or “make” are frequently used when referring to a brand of automobile that can be identified by a car model. A “concept brand” is a name that is connected to an idea rather than a particular good or service, such as breast cancer awareness or environmentalism. A brand connected to a commodity is called a commodity brand.
Etymology
Englisċ, from whence the name English is derived, means “pertaining to the Angles.” [4] This term was taken from “angels” in Old English (one of the Germanic tribes that conquered parts of Great Britain in the fifth century). [5] All invading Germanic tribes were referred to as Englisċ throughout the ninth century. It is said that the Angles got their name because their territory on Jutland’s shore (now mainland Denmark and Schleswig-Holstein) resembled a fishhook. The proto-Germanic word “anguz” also meant “narrow,” referring to the shallow waters along the coast. That term is derived from Proto-Indo-European *h₂enǵʰ-, which also means “narrow.” [6]
Another hypothesis holds that the word “narrow” is derived from the word “angling” (as in fishing), which is derived from a Proto-Indo-European (PIE) root meaning “bend, angle.” [7] The fishing hook, which is curled or bent at an angle, serves as the semantic connection. [8] In any event, the Angles may have been termed so because they were a fishing people or were originally derived from such, and hence England would be “the country of the fisherman” and English would be “the fishermen’s language.” [9]
History
The unusual shape of amphorae supplied potential clients with information about items and quality in pre-literate culture. Amphorae for wine and oil, Dion Archaeological Museum.
Labelling and branding have a long history. Branding most likely evolved from the practice of branding cattle to discourage theft. Images of cow branding may be found in ancient Egyptian tombs dating back to roughly 2,700 BCE. [15] Buyers gradually learned that the brand gave information about origin as well as ownership and might serve as a guide to quality. Farmers, potters, and dealers developed branding for use on various sorts of commodities, such as pottery and ceramics. Branding or proto-branding originated spontaneously and independently at various eras throughout Africa, Asia, and Europe, depending on local conditions. [16]Seals that functioned as quasi-brands have been discovered on early Chinese artifacts from the Qin dynasty (221-2-6 BCE); vast numbers of seals exist from the Indus Valley civilisation of Harappa (3,3000-1,300 BCE), where the local society was strongly reliant on commerce; cylinder seals appeared approximately 3,000 BCE in Ur, Mesopotamia, which aided the labelling of commodities and property; and the use of maker’s markings on pottery was popular in both ancient Greece and Rome. [16] In ancient Egypt, identity markers such as stamps on pottery were also used. [17]
Diana Twede has suggested that the “consumer packaging functions of protection, usefulness, and communication have been important anytime products were the object of transactions.” [18] She demonstrated that amphorae used in Mediterranean commerce between 1,500 and 500 BCE had a wide range of forms and markings, which customers used to determine the sort of commodities and their quality. Stamped labels were first used in a systematic manner about the fourth century BCE. The shape of the amphora and its graphic labelling transmitted information about the contents, the location of origin, and even the name of the manufacturer, which were considered to convey information about product quality in a mostly pre-literate culture. [19] According to David Wengrow, branding became important after the 4th century BCE urban revolution and ancient Mesopotamia, when large-scale economies began mass-producing items such as alcoholic beverages, cosmetics, and textiles. These ancient cultures enforced strict kinds of quality control on commodities while also requiring consumers to indicate value through branding. Producers began by attaching basic stone stamps to items, which gradually gave way to clay seals with imprinted pictures frequently connected with the producer’s personal identity, giving the product individuality. [20] Some historians say that the early pictorial brands or basic thumbprints used in pottery should be referred to as proto-brands [21], while others contend that the presence of these rudimentary markings does not imply the establishment of sophisticated brand management procedures. [22]
Amphorae with a titulus pictus and potters’ stamps discovered in Monte Testaccio
Scholarly research has discovered traces of branding, packaging, and labelling throughout antiquity. [23, 24
