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Brand - Wikipedia, the free encyclopedia. A brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand's identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies.
To reach such an invaluable brand prestige requires a commitment to a particular way of doing business. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. The word . A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business.
A commodity brand is a brand associated with a commodity. History. 1. 10. 0 B. C. E to 5. 00 B. C.
E), is the herbal paste known as Chyawanprash, consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of . Tate & Lyle of Lyle's Golden Syrup makes a similar claim, having been recognized by Guinness World Records.
Another example comes from Antiche Fornaci Giorgi in Italy, which has stamped or carved its bricks (as found in Saint Peter's Basilica in the Vatican City) with the same proto- logo since 1. Cattle- branding has been used since Ancient Egypt.
Use of the word maverick spread among cowboys and came to apply to unbranded calves found wandering alone. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged- goods manufacturers needed to convince the market that the public could place just as much trust in the non- local product.
Pears soap, Campbell's soup, soft drink Coca- Cola, Juicy Fruit chewing gum, Aunt Jemima pancake mix, and Quaker Oats oatmeal were among the first products to be . Other brands which date from that era, such as Uncle Ben's rice and Kellogg's breakfast cereal, furnish illustrations of the trend.
Around 1. 90. 0, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding.
Companies soon adopted slogans, mascots, and jingles that began to appear on radio and early television. This began the practice we now know as . This trend continued to the 1. Naomi Klein has described this development as . Marlboro cigarettes were noted. In response to the announcement, Wall Street stocks nose- dived.
Many thought the event signalled the beginning of a trend towards . Brand development, often the task of a designteam, takes time to produce. Brand is the personalitythat identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
The experiential aspect consists of the sum of all points of contact with the brand and is known. The brand experience is a brand's action perceived by a person.