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125-626: Dinky Toys was the brand name for a range of die-cast zamak zinc alloy scale model vehicles , traffic lights, and road signs produced by British toy company Meccano Ltd . They were made in England from 1934 to 1979, at a factory in Binns Road in Liverpool . Dinky Toys were among the most popular die-cast vehicles ever made – pre-dating other popular die-cast marques, including Corgi , Matchbox and Mattel's Hot Wheels . Vehicles commercialised under

250-439: 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, as it often serves to denote

375-469: 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. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

500-496: A 1954 Packard convertible, a 1955 Plymouth Belvedere, a Cunningham racing car, the 1953 and 1957 Studebakers (and a 1957 Packard), a Chrysler New Yorker Convertible, a 1957 Rambler, and a late model Hudson Hornet. In many cases, even domestic British / European vehicle choices for models were not everyday selections, e. g. the Connaught racing car, Maserati Sports 2000 , AC Aceca, Humber Hawk, 1954 Bristol LeMans car with large fins – and

625-501: A 50-degree angle upward. The searchlight was also adjustable in horizontal and vertical directions. Military models were made until the end of production in the late 1970s. A wide variety of military vehicles were produced, such as the jeep-like Austin Champ , which included a driver and passengers. In the early days of the Dinky Toys range, aeroplanes and ships formed a considerable part of

750-539: A Daimler instead of the more routine Jaguar. Several colourful gift sets of sports and racing cars were offered in the mid-1950s, usually five cars to a set. For example, Gift set no. 4 / 249 offered Cooper-Bristol in British racing green, Alfa Romeo in the Italian red, Ferrari in the blue and yellow of Argentina (Juan Manuel Fangio's country),1 H.W.M. in light green and Maserati in the red and white colours of Switzerland. No. 149,

875-576: A Horse Box in British Railways and later in Newmarket liveries. In 1965 after the take over of Meccano Ltd. by Lines Brothers , the marque Dinky Supertoys was dropped and the large models were renamed Dinky Toys. Later a new trade mark was registered in France ;: "Super Dinky" but only a few models were issued with this marque before the production stopped definitely. Having been well known before

1000-636: A brand may recognize that advertising touchpoints 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 touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

1125-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

1250-403: 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 brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1375-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

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1500-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

1625-458: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1750-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential 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 particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

1875-417: 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 generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

2000-429: A cooker trailer and a water tank trailer. The military offerings were produced until 1941, though a few select models – the clever (161b) anti-aircraft gun, the (151a) medium tank, and some of the trailers – were also made again from 1946 to 1955. Pre-war models were fitted with thin diameter 1.626 mm. (0.064 in.) axles, whereas the post-war axles were 2.032 mm. (0.08 in.). The pre-war hubs were smooth, but after

2125-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

2250-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. 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 ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

2375-494: A division of Lines Brothers . This range was kept to one scale, 1:42, also featured mainly British makes, and were comparatively more expensive, never managing to sell as many units as Corgi or Dinky Toys. To compete with Spot-on, the scale of British Dinky Toys was increased to 1:42 in 1963. In 1964 Tri-ang took over the parent Meccano company (which included Hornby trains as well as Meccano itself). Since Dinky Toys were more popular, Spot-On Models were phased out in 1967, although

2500-431: A double hinged opening door to one end. This was in place of the usual cardboard box. Some Mini-Dinkys were also blister packaged in a dark grey pack (some with garage and some not) with bright yellow lettering (Mini Dinky 2011). Although Dinky Toys were not known as widely for producing television related models as Corgi Toys, they still made a number of vehicles widely known from the small screen. Many of these models were

2625-827: A few cars originally designed for Spot-On were made in Hong Kong and marketed as Dinky Toys. After the take-over, Meccano continued to use the 1:42 scale for many of the English made cars and trucks until 1977. The French factory stuck to 1:43 scale, which it had used since 1947. In 1969, two years after appearing in America, Mattel's Hot Wheels entered the UK model car market. Their low-friction axles and bright paint schemes gave new play value and appeal. Dinky and other British brands rushed to catch up, usually unsuccessfully. Each manufacturer responded with its own version of Hot Wheels innovations–Dinky's name

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2750-529: A generic ambulance, a Daimler saloon, a Vauxhall saloon, a Chrysler Airflow saloon, and a Rolls-Royce saloon. Smaller Matchbox -sized Austin 7 saloons and tourers were also made. At about the same time, several models were also made and marketed in France. Liveries of well-known companies began to decorate the commercial vehicles. Series 30 included: In 1938, a new Series 36 was introduced. Most of those models were also made after World War II, up to 1948. Production

2875-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

3000-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

3125-507: A low-involvement purchasing decision. Brand recognition is 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 associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

3250-428: A number of military vehicles were introduced, numbered from 151 to 162. They were painted army green, and consisted of a medium and a light tank, an Austin 7 military car, a six-wheeled truck, a reconnaissance car, a searchlight lorry, an anti aircraft gun, a Vickers Light Dragon artillery tractor with limber and 18-pounder gun . Most interesting were several fairly detailed trailers, including an ammunition trailer,

3375-399: 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". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

3500-467: A series of railway and trackside accessories to complement its O gauge (1/45) Hornby Trains model railway sets. The accessories were first called "Hornby Modelled Miniatures", but in the April 1934 issue of Meccano Magazine , they were given the name "Meccano Dinky Toys" for the first time. In August 1935, the name Meccano was dropped and the marque became DINKY TOYS, which lasted until 1971. By December 1934,

3625-753: A sheet of "glass" (clear plastic) and a mirror (polished aluminium), a Leyland Octopus flatbed truck complete with realistic chain around the bed, a car carrier with a car carrying trailer , a Dunlop tyre rack full of tyres, a Berliet truck hauling an electrical transformer, and an intricately detailed Brockway bridgelaying truck. One of the most astounding was the Mighty Antar truck hauling a large gold ship's propeller. A wide variety of military vehicles continued under production. A rival third range of model cars also appeared in 1959 called " Spot-on " which were manufactured in Northern Ireland and produced by Tri-ang ,

3750-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

3875-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

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4000-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

4125-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

4250-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

4375-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

4500-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

4625-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

4750-467: Is not clear, but it may have been that they were not true representations of particular aircraft types. However, there were rumours that some models of aircraft and ships were disguised so that enemy agents would not be able to recognise allied aircraft and shipping from the Dinky Toys models. That was of particular importance in the production of French Dinky models, due to the political friction in Europe before

4875-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

5000-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

5125-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

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5250-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

5375-422: Is the main reason why it is rare to find surviving toys in good condition from that period. Some early castings have survived in numbers, while others are rare without some form of damage – such as the 28/2 Series vans. Another theory is that the metal was corrupted by contamination with lead from Hornby train and Dinky Toys production, or lead ties from sacks and foil from cigarette wrappers. Between 1937 and 1939,

5500-515: The Pink Panther , The Secret Service , and Joe 90 (Dinky Toys 1974). It could be argued, though, that it was too little too late, as Corgi Toys had already been offering for several years vehicles from far more well-known shows and movies like Batman , The Saint , Daktari , James Bond , and The Man from U.N.C.L.E. Dinky's seemingly weaker standing made it all the more susceptible to Mattel's unstoppable Hot Wheels onslaught. At least

5625-573: The Austin Somerset ref. 40j is probably the first model sold in its own individual yellow box. The first two models in the 40 series were in 1:48 scale, while the others were in 1:45 scale. The Jowett Javelin saloon is an interesting case as plans were made, but the model was never issued. More recently, Odgi Models have remade the Jowett and a couple other Dinky Toys Models which were planned but never manufactured. The series included : As part of

5750-648: The Duple Viceroy Luxury coach ref. 293 / 296. Because of the introduction of data processing, the British Dinky Toys range was reorganized in 1954 with a new numbering system – previously model numbers were commonly followed by letters and often sold in sets with several vehicles. Now each model had its own unique three digit catalogue number (with no letters), and cars were now sold in individual boxes. The renumbering also happened in France, but in 1959. The Dinky Toys ranges became more sophisticated throughout

5875-761: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

6000-478: The marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

6125-433: The "Dinky" name include cars , trucks, aircraft , military , ships . Frank Hornby established Meccano Ltd. in 1908 to make metal construction sets. The company later moved into model railways, with its O gauge clockwork trains appearing in 1920. In the early 1930s, Meccano made many types of tinplate and other metal cars, such as its Morgan and BSA three-wheelers, mostly in kit form. In 1933, Meccano Ltd issued

6250-474: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

6375-478: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

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6500-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

6625-842: The 1950s. Some cars in the sporty pre-war line were carried on after the war: for example, the Alvis sports tourer, the Sunbeam Talbot , or the Frazer-Nash BMW. These offerings then led to a magnificent line-up in the post war Dinky range, which included a Lagonda, an Armstrong-Siddeley, MG, Sunbeam Alpine , Austin Atlantic, Austin Healey 100, Aston Martin DB3S racer, Morris Oxford saloon and Triumph TR2 sports car. Additionally, several models introduced were American cars, and even now still seem unique choices, such as

6750-510: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

6875-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

7000-491: The British parent company, concentrating on the products of the French motor manufacturers and eventually including; Citroën , Peugeot , Simca , Renault, Panhard and Ford of France. Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding

7125-468: The Corgi name still survives as a well-known collectible brand. Into the 1970s, many British-made Dinky vehicles lost the precision quality of detailing and proportions seen during the two previous decades. Models like no. 186 Jensen FF or no. 213 European Ford Capri were rather chunky and unrefined with thick metal door frames, imprecise grilles, and ungainly doors and bonnets painted in separate colours from

7250-399: The Dinky Toys range and the models from both companies quickly became more and more sophisticated featuring such things as working suspension, "fingertip steering", detailed interiors, and jewelled headlights. The first model to have jewelled headlights was the no. 196 Holden Special sedan made from 1963 to 1969. Truck offerings remained continuously creative including a Simca glass truck with

7375-479: The Dinky Toys range which included die-cast ships, aeroplanes and small trains. Dinky Toys model cars were available individually in trade packs of six cars per pack. Most models were not made available in individual boxes until 1952. The number of commercial vehicles expanded with the addition of Series 28, which included many delivery vans. In 1935, a new series 30 was introduced which, for the first time, featured accurate likenesses of specific vehicles. They included

7500-493: The Dinky name was also used for the "Dinky Builder" sets, which were coloured flat metal pieces that could be hinged together to make buildings and vehicles. One story about the origin of the "Dinky" name is that it derived from a nickname that a friend gave to Frank Hornby's daughter. Another version is that when one of Hornby's daughters-in-law first saw the models, she called them "dinky", a Scottish word meaning "neat" or "fine". In

7625-711: The Dublo Dinky range of models in 1:76 OO scale , designed to be used with the Hornby railway system. These were relatively cheap to produce – having a one-piece die-cast metal body, a base plate and or windows on some, and plastic wheels. There was the added bonus of being able to compete in the small-scale toy car market which, at the time, was dominated by Lesney's Matchbox. There were a total 15 Dublo models, although with upgrades and modifications there are possibly up to 42 variations (not including box variations) manufactured. All models came boxed. There were no colour changes throughout

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7750-613: The Dublo models enjoyed a new lease on life when Meccano was purchased by Lines Brothers. The range: Dinky offerings at this time were striking, but due to the lack of much competition, development of new models was perhaps a bit slow at least until July 1956, when Mettoy introduced a rival line of models under the Corgi brand name. The most obvious difference was the addition of clear plastic window glazing. While Corgi Toys called their vehicles, "The Ones With Windows", Meccano Ltd responded by updating

7875-599: The French market had proved so successful that production of Meccano began in Paris at the newly opened factory on Rue Rebeval, with another plant opening in 1931 in Bobigny where production of the Dinky Toys range would be based. In the early days production consisted mainly of tiny model trains cast in lead, with vehicles gradually increasing in number. By the late 1930s the French Dinky Toys range had begun to diversify from that of

8000-474: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

8125-434: The aircraft range, both civilian and military ships were issued, and again, some were disguised. The liner France was the only Dinky Toys ship produced in France after the war. It was made partly of zamac and partly of plastic, at the scale of 1/1200. It was not until 1976 that five further models were added to the long line of maritime releases from Dinky Toys. Those were in the larger scale of 1/180 – 1/200. Models in

8250-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

8375-515: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

8500-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

8625-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

8750-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

8875-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help 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

9000-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. 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 touchpoint. According to Dahlen et al. (2010), every touchpoint has

9125-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

9250-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes 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,

9375-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

9500-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

9625-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

9750-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

9875-434: The fifties and sixties, including such subjects as a Mobile Television Control Room and Camera Van in both BBC and ABC Television liveries, a Leyland test chassis with removable miniature 5 ton weights, a series of military vehicles including a Corporal Erecting Vehicle and missile (a subject also modelled by Corgi Toys at the same time), a range of Thornycroft Mighty Antar heavy haulage transporters complete with loads and

10000-702: The first model was withdrawn in October 1960 having only been on sale for 18 months – there was no replacement. Within 22 months of their launch there were price reductions to 3 models. Further models were withdrawn in May 1961, September 1962 and March 1963 until in November 1963 those models that remained were taken off the shelf six years after the Dinky Dublo line was introduced. Thus ended the production of Dublo Dinky Toys under Meccano who went into receivership two years later. Five of

10125-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

10250-642: The fourth century BCE. In 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. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

10375-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that 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, which make it special or unique. A brand can, therefore, become one of

10500-465: The late 1940s), a grand sports open four-seater, a grand sports two-seater, a coupé and a limousine. The 24 series was also made in France. Some smaller vehicles were produced alongside model track workers, passengers, station staff and other O scale trackside accessories. All of the early cars were inaccurate representations and had die-cast metal bodies and chassis, and wheels with rubber tyres. By August 1935, there were around 200 different products in

10625-430: 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 experiential aspect consists of the sum of all points of contact with

10750-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

10875-473: 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 generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

11000-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

11125-459: The mid-1930s, six vehicles were released (designated 22a to f), including a sports car, a sports coupe, a truck, a delivery van, a farm tractor, and a tank, all cast in lead. Soon after, the first Dinky model car, a sports car based on the MG Magic Midget , was made available individually, numbered 23. At that time, a series 24 (a-h) was introduced, which included a generic ambulance (made until

11250-400: The minds of its consumers. 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

11375-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

11500-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The 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

11625-549: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

11750-497: The opening chapter of the "golden age" of Dinky Toys in the post-war era and represented far greater accuracy and detail than their pre-war relatives. These were very popular and today are often considered by collectors to be the quintessential Dinky Toys models. The 40 series cars were manufactured from better quality alloy, meaning that the survival rate is higher and although originally sold in trade boxes of six, they were renumbered in 1954 and re-coloured in two-tone paintwork in 1956,

11875-464: The other hand, French Dinky Toys, which had to compete with Solido since 1957, were much more accurate with better paint and sharper details than their British counterparts. The no. 825 DUKW military truck is a good example of the quality of French Dinky Toys. A second series of small scale models was introduced four years later in 1967, somewhat larger than the Matchbox range at 1:65. Mini-Dinky Toys, as

12000-633: The output of the Binns Road factory, along with models of cars, vans and trucks. Both civilian and military aircraft were subjects for the Dinky Toys modellers, and the model of the Spitfire was sold in a special presentation box between 1939 and 1941, as part of The Spitfire Fund , to raise money for the supply of a real Spitfire to the Royal Air Force. Some models were clearly identified, whereas others re-issued in 1945 had generic names such as Heavy Bomber (66a) and Two Seater Fighter (66c). The reason for that

12125-507: The post-war development and expansion of the range, in 1947 Meccano Ltd introduced a series of model lorries modelled to the usual Dinky scale of 1:48, and introduced the altered name of Dinky Supertoys. Some models issued in this line included: in 1954 In 1950, Meccano introduced in the Supertoys series a number of Guy Vans finished in appealing period liveries. Each model was an identical all metal box van with opening rear doors. The Guy cab

12250-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

12375-407: The practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of

12500-450: The pre-war range include: No Dinky Toys models were made between 1941 and 1945. The French Meccano factory was occupied by the Germans, some of whom worked for Märklin, and the British factory was on war work but every Christmas a few models would be sold from pre-war stocks. Thus during and after the war a few 'pre-war' models survived and were sold in 1945. The first new models released after

12625-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

12750-513: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

12875-522: The range was called, featured opening bonnets, doors and boots and were produced in Hong Kong and the Netherlands, with some construction models designed in Hong Kong as copies of models made in Italy by Mercury. The latter were to a smaller scale ranging from 1:87 to 1:130 depending on the model. Each model was sold in stackable red plastic garages, with clear removable top and sides. The model would slide out of

13000-628: The rest of the body. Many just did not look quite right. Others, like the no. 1453 Citroën DS Présidentielle saloon were still impressive–flying French flags, with driver, and battery operated lights. Some of the truck and construction models remained very clever as well, with many moving features, like the Bedford refuse truck or the Taylor Excavator. At this time, Dinky also introduced "Action Kits" which were standard models that came disassembled with build instructions and consisted of about 40 pieces. On

13125-462: The result of beating Corgi Toys to the signing of a licensing deal with Gerry Anderson 's Century 21 Productions , whose programmes are immensely popular in the United Kingdom. The French factory produced only one TV series related model: the 1406 Renault 4 Sinpar "Michel Tanguy". In 1912 Frank Hornby set up an office in Paris on Rue Ambroise Thomas to import Meccano toys into France. By 1921,

13250-482: The short life of Dublo. Models were well-proportioned and looked similar in style to contemporary Matchbox or Budgie Toys. For example, similar to Matchbox, the Land Rover (which came with a horse trailer) had windows, grey or black plastic wheels and a black base. Wheels, however, (the Land Rover had one on the bonnet as well as one underneath) were somewhat flatter and wider than those of Matchbox and their circumference

13375-476: The sports car set, offered an MG, Austin-Healey, Sunbeam Alpine, Aston-Martin and Triumph TR-2. Production of agricultural machinery and implements had occurred since the 1930s, such as the 1933 number 22e Fordson farm tractor, and such offerings were maintained post-war. One interesting model was the odd Opperman 3-wheeled Motocart , a tilting flat-bed vehicle with engine hanging off to the side of its large front wheel . In November 1958, Meccano Ltd introduced

13500-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

13625-498: The war and the fact that France was occupied by the Axis forces during hostilities. Those theories do not seem to be valid, because the models with generic names were issued in 1945, after hostilities had ceased. Production of model aircraft resumed after the war with a mixture re-issues of pre-war models, along with models of new civilian airliners and recently introduced jet-powered aircraft. Production of Dinky planes tailed off in 1968, but

13750-401: The war there was a raised part in the centre of the hub. Tracks on the tanks and the (162a) Light Dragon artillery tractor were made with a wire-link sprocket chain wrapped around the hubs. That gave a mechanical, although not very realistic, appearance to the tracks. The side panels of the anti-aircraft folded and, not only did the gun swivel 360 degrees² but it could be moved from level to about

13875-408: The war were U.S. military jeeps ref.153a in April 1946 in England and ref. 24M in France, it was the first Dinky Toy made at the scale of 1/43. Besides some of the military vehicles offered before and after the war, the first significant releases from Dinky in the late 1940s were the 40 series, which were all British saloons. The first new model car released was an Armstrong Siddeley Coupe. These were

14000-469: The war, Dinky Toys were popular in the United Kingdom in the early 1950s. The smaller cars were in a scale of 1:45, while the larger cars and many Supertoys, as stated above, were in a scale of 1:48, which blended in with O scale railway sets, but many buses and lorries were scaled down further. The scale of the Dinky Toys land vehicles range from 1/27 for the Lunar Roving Vehicle ref. 355 and 1/99 for

14125-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

14250-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . 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 company insignia on

14375-510: The writing was on the wall, Dinky's offerings in the 1970s covered the entire spectrum of vehicles, both real and fictitious. Besides the normal gamut of passenger, sports and racing cars, buses, farm, emergency and military vehicles – cars, aeroplanes and spacecraft were also offered from popular (mostly British) TV shows of the time like Captain Scarlet and the Mysterons , UFO , Thunderbirds ,

14500-443: Was "Speedwheels". The company continued to make innovative models, with all four doors opening (a first in British toy cars), retractable radio aerials (another first), new metallic paints, and jewelled headlights (pretty, but not very realistic). Such features, however, were expensive to manufacture and toy prices could only be kept low if the quantity was high, and in the face of Mattel's creation, Dinky faced an uphill battle. Though

14625-419: Was between 1934 and 1939. The models, which were 1/1200 to 1/1985 scale, were cast from the same unstable alloy that was used across the entire pre-war Dinky range and have therefore suffered from the metal decay that makes survivors all the more rare. Small metal rollers were also included in the design and concealed in the underside of the hull so that the models could be moved smoothly across surfaces. Mirroring

14750-531: Was covered by the tube of the baseplate and held pinched on each side by extensions of the die-cast body. The rear axle was exposed and run through holes in rounded sections folded over on each side of the plate. The ref. 072 Bedford articulated lorry was a reproduction of the Meccano factory lorry, its articulated flat trailer was dimensioned to receive the Hornby Dublo container. The range met with limited success and

14875-468: Was halted during the war so that the Binns Road factory in Liverpool could produce many items for the war effort. Models in series 36, meanwhile, included a Rover Saloon, a Bentley 2 seat sports coupé, an Armstrong-Siddeley limousine, a British Salmson 4 seater convertible, a British Salmson 2 seat convertible, and a Humber Vogue coupé. Chassis were cast with open holes, saving expense and metal. Provision

15000-519: Was joined by a Bedford S cab in 1955 and a Guy Warrior cab was introduced in 1960. Later, A.E.C. and other models were also added. Supertoys were commonly packaged in white boxes with thin blue horizontal lines and were marketed all on their own – no longer were these models solely focused on railroad accessories. Still, they did not quite reach the commercial marketing level of later die-cast brands like Corgi Toys or Solido . Meccano continued producing detailed Dinky Supertoys commercial vehicles through

15125-408: Was made on some models for attachment of metal drivers, but not many appeared before the war, making them more valuable. Dinky had acute problems on early models with zinc pest , also known wrongly as metal fatigue, caused by impure alloys which caused corrosion between molecules, resulting in cracking of the metal, which would crumble prematurely. That was much more common in the years 1938–1941, and

15250-408: Was not ribbed at the beginning but this feature was added later. The baseplate, however, was pressed steel with etched lettering (not die-cast with moulded lettering as was the case with Matchbox, Budgie Toys or Lone Star vehicles). Finally, the Land Rover had a trailer hook behind which was a cut, curved extension of the baseplate. The front and rear axles were held to the vehicle differently. The front

15375-409: Was resurgent in 1971 with a range of World War II types complete with battery-powered propellers, as well as modern jet fighters, and even a Sea King helicopter. Those large-scale planes had been developed by Airfix but were made by Meccano Ltd., which had recently been bought by Airfix. The range included: Although the production of aircraft models continued after the war, the heyday of Dinky ships

15500-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

15625-444: Was used 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 . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time,

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