Brand

Definition and Importance of Branding

• A brand is a distinguishing feature that sets one seller's product or service apart from others.
• Brands are used in business, marketing, and advertising to create recognition and value for customers, owners, and shareholders.
• Branding helps to differentiate products in a competitive market.
• The practice of branding dates back to ancient times, with the Egyptians using it to mark livestock and slaves.
• Branding has evolved to include various components such as brand identity, personality, design, communication, awareness, loyalty, and management strategies.
• Brand equity refers to the total value of a brand and is measured by its effectiveness in creating customer satisfaction and loyalty.
• Brands with high equity are favored by customers over competitors.
• Special accounting standards exist to assess brand equity, as it is often the most valuable asset on a company's balance sheet.
• Brand valuation is a management technique that assigns a monetary value to a brand.
• Brand valuation helps prioritize marketing investments and maximize shareholder value.

History of Branding

• Branding originated with the practice of marking livestock to prevent theft.
• Ancient civilizations like Egypt, China, and Mesopotamia used branding and markings on various goods.
• Brands provided information about origin, ownership, and quality.
• The use of seals, stamps, and labels on pottery and other products helped convey information to consumers.
• Branding became necessary with the rise of large-scale economies and the mass production of commodities.
• Hallmarks, blind stamps, and silver-makers marks became widely used in Europe.
• British silversmiths introduced hallmarks for silver in 1300.
• Bass Brewery's red triangle became the first registered trademark in the UK in 1876.
• Tate & Lyle's green-and-gold packaging for Lyle's Golden Syrup has remained almost unchanged since 1885.
• Twinings tea has used the same logo and lion crest since 1787, making it the oldest in continuous use.

Ancient Branding Practices

• Archaeological evidence of potters stamps found in the Roman Empire and ancient Greece.
• Pottery marking became commonplace in ancient Greece by the 6th century BCE.
• Gaulish pots with potters' names found as far away as England.
• English potters in Colchester and Chichester used stamps on their ceramic wares by the 1st century CE.
• Use of hallmarks on precious metals dates back to the 4th century CE.
• Earliest makers marks found in India date back to about 1,300 BCE.
• Oldest generic brand in continuous use is the herbal paste known as chyawanprash in India.
• White Rabbit sewing needles from China's Song dynasty had a trademark and promotional message.
• Roman titulus pictus inscriptions provided information about products offered for sale.
• Roman glassmakers, such as Ennion, branded their works.
• Umbricius Scaurus, a fish sauce manufacturer, used personal branding in Pompeii.
• Mosaic patterns in Scaurus' house featured images of amphorae with his brand and quality claims.
• Wine jars in Pompeii and Herculaneum were stamped with producer names.
• Scaurus' fish sauce had a reputation for high quality across the Mediterranean.
• Evidence of branding and labeling found in a broad range of goods in Pompeii and Herculaneum.
• Heraldry in the Middle Ages developed visual symbolism that influenced branding.
• Marks resurfaced with the rise of merchant guilds and were applied to specific types of goods.
• Makers marks became evident on a broad range of goods by the 13th century.
• Makers marks on bread became compulsory in England in 1266.
• Italians used watermarks on paper in the 13th century.

Branding in the Modern Era

• Advertising agencies and experts began promoting direct-to-consumer advertising and strongly branded messages in the early 1900s.
• James Walter Thompson published an early commercial explanation of modern branding and brand management.
• The trend of branding continued until the 1980s and is now quantified by marketers through concepts like brand value and brand equity.
• Naomi Klein described this development as 'brand equity mania'.
• In 1988, Philip Morris Companies purchased Kraft Foods Inc. primarily for its brand name.
• Slogans, mascots, and jingles began appearing on radio in the 1920s and early television in the 1930s.
• Soap manufacturers sponsored radio drama series, leading to the term 'soap opera'.
• Motivational research and consumer research were used to gather insights into consumer purchasing.
• Strong branded campaigns for Chrysler and Exxon/Esso, based on psychology and cultural anthropology research, became enduring campaigns.
• Brands started imbuing goods and services with a personality that matched consumers' own personalities.

Brand Identity and Management

• Brand identity includes components like name, design, images, slogan, vision, writing style, font, and symbol.
• Understanding the target market, competitors, and business environment is crucial for a strong brand identity.
• Brand identity consists of core identity and extended identity.
• A brand's identity delivers meaning through attributes, benefits, values, and personality.
• Consumers prefer brands with personalities that align with their own, creating a sense of personal interaction with the brand.
• Brand experience is the sum of all points of contact with the brand.
• It is intended to create an emotional response and recognition.
• Brand experience can lead to loyalty and repeat purchases.
• It is the perception of a brand's actions by a person.
• Marketers aim to develop expectations behind the brand experience.
• Brand management is the art of creating and maintaining a brand.
• It involves aligning the entire organization towards the brand.
• Brand orientation develops in response to market intelligence.
• Careful brand management makes products relevant to the target audience.
• Brands represent the investment in brand building activities.
• Brand awareness involves the ability to recall and recognize brands.
• Brands help customers understand product or service categories.
• It helps customers

Brand Mentions

https://alternix.com/pages/brands
https://alternix.com/pages/flavours
https://alternix.com/blogs/news/bestselling-nicotine-pouches
https://alternix.com/blogs/news/the-best-nicotine-pouch-brands
https://alternix.com/blogs/news/the-benefits-of-nicotine-pouches
https://alternix.com/blogs/news/how-to-use-a-nicotine-pouch
https://alternix.com/blogs/news/what-are-nicotine-pouches

Brand Data Sources

Reference	URL
Glossary	https://www.alternix.com/blogs/glossary-of-terms/brand
Wikipedia	http://en.wikipedia.org/wiki/Brand
Wikidata	https://www.wikidata.org/wiki/Q431289
Knowledge Graph	https://www.google.com/search?kgmid=/m/01cd9