A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders . Brand names are sometimes distinguished from generic or store brands .
150-467: Landwind was an automobile marque owned by the Chinese automaker Jiangling Motor Holding (JMH), a joint venture between Jiangxi Guokong Automotive Investment Corporation (50%), Jiangling Motors Corporation Group (25%) and Changan Automobile (25%). Landwind traces its origins back to 1998 when the then-chairman of JMCG , Sun Min, established Jiangling Lufeng (Landwind) Automobile Co., Ltd. His intention
300-468: 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 is often little to differentiate between several types of products in
450-546: A liberal - conservative divide, or around religious disputes. The spread of the party model of politics was accelerated by the 1848 Revolutions around Europe. The strength of political parties in the United States waned during the Era of Good Feelings , but shifted and strengthened again by the second half of the 19th century. This was not the only country in which the strength of political parties had substantially increased by
600-456: A party chair , who may be different people from the party leader. These executive organizations may serve to constrain the party leader, especially if that leader is an autocrat. It is common for political parties to conduct major leadership decisions, like selecting a party executive and setting their policy goals, during regular party conferences . Much as party leaders who are not in power are usually at least nominally competing to become
750-463: A single-member district electoral system tend to have very few parties, whereas countries that use proportional representation tend to have more. The number of parties in a country can also be accurately estimated based on the magnitude of a country's electoral districts and the number of seats in its legislature. An informative way to classify the party systems of the world is by how many parties they include. Because some party systems include
900-439: 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
1050-469: 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
1200-636: 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
1350-400: 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
1500-403: 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
1650-463: 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
SECTION 10
#17328482641361800-478: 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
1950-508: 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
2100-442: 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 the marketing and communication techniques and tools that help to distinguish
2250-416: A candidate in one electoral district has an incentive to assist a similar candidate in a different district. Thus, political parties can be mechanisms for preventing candidates with similar goals from acting to each other's detriment when campaigning or governing. This might help explain the ubiquity of parties: if a group of candidates form a party and are harming each other less, they may perform better over
2400-526: A candidate to victory in an election. Some scholars argue that the first modern political parties developed in early modern Britain in the 17th century, after the Exclusion Crisis and the Glorious Revolution . The Whig faction originally organized itself around support for Protestant constitutional monarchy as opposed to absolute rule , whereas the conservative Tory faction (originally
2550-412: 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
2700-417: 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
2850-403: A community of party members. Parties in democracies usually select their party leadership in ways that are more open and competitive than parties in autocracies, where the selection of a new party leader is likely to be tightly controlled. In countries with large sub-national regions, particularly federalist countries, there may be regional party leaders and regional party members in addition to
3000-1021: 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
3150-532: A country with multiple competitive parties is not necessarily democratic, and the politics of many autocratic countries are organized around one dominant political party. The ubiquity and strength of political parties in nearly every modern country has led researchers to remark that the existence of political parties is almost a law of politics, and to ask why parties appear to be such an essential part of modern states. Political scientists have therefore come up with several explanations for why political parties are
SECTION 20
#17328482641363300-413: A democracy will often affiliate with a specific political party. Party membership may include paying dues, an agreement not to affiliate with multiple parties at the same time, and sometimes a statement of agreement with the party's policies and platform. In democratic countries, members of political parties often are allowed to participate in elections to choose the party leadership. Party members may form
3450-451: A democracy. There have been periods of government exclusively or entirely by one party in some countries that are often considered to have been democratic, and which had no official legal barriers to the inclusion of other parties in the government; this includes recent periods in Botswana , Japan , Mexico , Senegal , and South Africa . It can also occur that one political party dominates
3600-472: 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
3750-414: 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, the practice of branding objects extended to
3900-462: 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
4050-541: A high of 80,000 in 2016. By 2020, production of Landwind-badged vehicles had ceased and the company has stopped its operations. From 2021, the Landwind factory has been transferred to the Changan Automobile , where the previous co-owner of the defunct joint-venture had now started manufacturing of its own model, Raeton CC . Landwind's range of products had the following models: Landwind products in development included
4200-565: A large SUV codenamed E32 planned to be positioned above the Landwind X5 and originally intended for launch in China in 2014. Marque 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 was used to differentiate one person's cattle from another's by means of
4350-426: A large membership base. Further, mass parties prioritize the mobilization of voters and are more centralized than elite parties. The term "catch-all party" was developed by German-American political scientist Otto Kirchheimer to describe the parties that developed in the 1950s and 1960s as a result of changes within the mass parties. The term "big tent party" may be used interchangeably. Kirchheimer characterized
4500-485: A large number of parties that have a very low probability of winning elections, it is often useful to think about the effective number of parties (the number of parties weighted by the strength of those parties) rather than the literal number of registered parties. In a non-partisan system, no political parties exist, or political parties are not a major part of the political system. There are very few countries without political parties . In some non-partisan countries,
4650-401: A large number of political parties around the world, not all political parties have an organizing ideology, or exist to promote ideological policies. For example, some political parties may be clientelistic or patronage -based organizations, which are largely concerned with distributing goods. Other political parties may be created as tools for the advancement of an individual politician. It
Landwind - Misplaced Pages Continue
4800-545: A larger membership, greater stability over time, and a deeper connection to the electorate. The idea of people forming large groups or factions to advocate for their shared interests is ancient. Plato mentions the political factions of Classical Athens in the Republic , and Aristotle discusses the tendency of different types of government to produce factions in the Politics . Certain ancient disputes were also factional, like
4950-507: 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
5100-472: A major part of the politics of almost every country, as modern party organizations developed and spread around the world over the last few centuries. Although some countries have no political parties , this is extremely rare. Most countries have several parties while others only have one . Parties are important in the politics of autocracies as well as democracies , though usually democracies have more political parties than autocracies. Autocracies often have
5250-491: A major upheaval in their politics and have not yet returned to a stable system of political parties. For example, the United States began as a non-partisan democracy, and it evolved a stable system of political parties over the course of many decades. A country's party system may also dissolve and take time to re-form, leaving a period of minimal or no party system, such as in Peru following the regime of Alberto Fujimori . However, it
5400-399: A nearly universal political phenomenon. One of the core explanations for the existence of political parties is that they arise from pre-existing divisions among people: society is divided in a certain way, and a party is formed to organize that division into the electoral competition. By the 1950s, economists and political scientists had shown that party organizations could take advantage of
5550-511: A number of countries, particularly longstanding European democracies. Political scientists have distinguished between different types of political parties that have evolved throughout history. These include elite parties, mass parties, catch-all parties and cartel parties. Elite parties were political elites that were concerned with contesting elections and restricted the influence of outsiders, who were only required to assist in election campaigns. Mass parties tried to recruit new members who were
5700-438: A particular ideology. However, many political parties have no ideological affiliation, and may instead be primarily engaged in patronage , clientelism , the advancement of a specific political entrepreneur , or be a " big tent ", in that they wish to attract voters who have a variety of positions on issues. Political parties are collective entities and activities that organize competitions for political offices. The members of
5850-517: A party leader, who has primary responsibility for the activities of the party; party executives, who may select the leader and who perform administrative and organizational tasks; and party members, who may volunteer to help the party, donate money to it, and vote for its candidates. There are many different ways in which political parties can be structured and interact with the electorate. The contributions that citizens give to political parties are often regulated by law, and parties will sometimes govern in
6000-417: A phenonmenon observable among European Green parties during their transformation from radical environmentalist movements to mainstream centre-left parties. An Entrepreneurial party is a political party that is centered on a political entrepreneur , and dedicated to the advancement of that person or their policies. While some definitions of political parties state that a party is an organization that advances
6150-440: A political party contest elections under a shared label. In a narrow definition, a political party can be thought of as just the group of candidates who run for office under a party label. In a broader definition, political parties are the entire apparatus that supports the election of a group of candidates, including voters and volunteers who identify with a particular political party, the official party organizations that support
Landwind - Misplaced Pages Continue
6300-863: A realistic chance of competing to form government. One current example of a two-party system is the United States , where the national government has for much of the country's history exclusively been controlled by either the Democratic Party or the Republican Party . Other examples of countries which have had long periods of two-party dominance include Colombia , Uruguay , Malta , and Ghana . Two-party systems are not limited to democracies; they may be present in authoritarian regimes as well. Competition between two parties has occurred in historical autocratic regimes in countries including Brazil and Venezuela . A democracy's political institutions can shape
6450-399: 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
6600-412: A single best policy choice without some institution constraining their options. Another prominent explanation for why political parties exist is psychological: parties may be necessary for many individuals to participate in politics because they provide a massively simplifying heuristic , which allows people to make informed choices with much less mental effort than if voters had to consciously evaluate
6750-410: A single party that governs the country, and some political scientists consider competition between two or more parties to be an essential part of democracy. Parties can develop from existing divisions in society, like the divisions between lower and upper classes , and they streamline the process of making political decisions by encouraging their members to cooperate. Political parties usually include
6900-548: A smaller group can be a feature of party leadership transitions in more autocratic countries, where the existence of political parties may be severely constrained to only one legal political party, or only one competitive party. Some of these parties, like the Chinese Communist Party , have rigid methods for selecting the next party leader, which involves selection by other party members. A small number of single-party states have hereditary succession, where party leadership
7050-405: A source of party income and were often expected to spread party ideology as well as assist in elections. In the United States, where both major parties were elite parties, the introduction of primaries and other reforms has transformed them so that power is held by activists who compete over influence and nomination of candidates. An elite party is a type of political party that was dominant in
7200-479: A specific set of ideological or policy goals, many political parties are not primarily motivated by ideology or policy, and instead exist to advance the career of a specific political entrepreneur . Political ideologies are one of the major organizing features of political parties, and parties often officially align themselves with specific ideologies. Parties adopt ideologies for a number of reasons. Ideological affiliations for political parties send signals about
7350-460: A sub-national region of a democratic country that has a competitive national party system; one example is the southern United States during much of the 19th and 20th centuries, where the Democratic Party had almost complete control, with the Southern states being functionally one-party regimes, though opposition parties were never prohibited. In several countries, there are only two parties that have
7500-414: 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
7650-407: 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
SECTION 50
#17328482641367800-470: A very large portion of society and it can play substantial roles in civil society that are not necessarily directly related to political governance; one example of this is the Chinese Communist Party . Bans on competing parties can also ensure that only one party can ever realistically hold power, even without completely outlawing all other political parties. For example, in North Korea , more than one party
7950-509: 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
8100-617: A way that does not conform to the dominant economic left-right divide in politics, in turn emphasising issues that do not attain prominence within the other parties. Further, niche parties do not respond to changes in public opinion to the extent that mainstream parties do. Examples of niche parties include Green parties and extreme nationalist parties, such as the National Rally in France. However, over time these parties may grow in size and shed some of their niche qualities as they become larger,
8250-483: A way that favours the people who donate time and money to them. Many political parties are motivated by ideological goals. It is common for democratic elections to feature competitions between liberal , conservative , and socialist parties; other common ideologies of very large political parties include communism , populism , nationalism , and Islamism . Political parties in different countries will often adopt similar colours and symbols to identify themselves with
8400-413: 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
8550-420: 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
8700-403: 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
8850-433: 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 the practice of branding livestock to deter theft. Images of
9000-469: 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
9150-410: 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
SECTION 60
#17328482641369300-521: Is also common, in countries with important social cleavages along ethnic or racial lines, to represent the interests of one ethnic group or another. This may involve a non-ideological attachment to the interests of that group, or may be a commitment based on an ideology like identity politics . While any of these types of parties may be ideological, there are political parties that do not have any organizing ideology. Political parties are ubiquitous across both democratic and autocratic countries, and there
9450-423: Is also possible – albeit rare – for countries with no bans on political parties, and which have not experienced a major disruption, to nevertheless have no political parties: there are a small number of pacific island democracies, such as Palau , where political parties are permitted to exist and yet parties are not an important part of national politics. In a one-party system , power
9600-565: Is held entirely by one political party. When only one political party exists, it may be the result of a ban on the formation of any competing political parties, which is a common feature in authoritarian states. For example, the Communist Party of Cuba is the only permitted political party in Cuba , and is the only party that can hold seats in the legislature. When only one powerful party is legally permitted to exist, its membership can grow to contain
9750-407: Is inherited by the child of an outgoing party leader. Autocratic parties use more restrictive selection methods to avoid having major shifts in the regime as a result of successions. In both democratic and non-democratic countries, the party leader is often the foremost member of a larger party leadership. A party executive will commonly include administrative positions, like a party secretary and
9900-408: Is largely insignificant as parties use the resources of the state to maintain their position within the political system. Niche parties are a type of political party that developed on the basis of the emergence of new cleavages and issues in politics, such as immigration and the environment. In contrast to mainstream or catch-all parties, niche parties articulate an often limited set of interests in
10050-521: Is officially permitted to exist and even to seat members in the legislature, but laws ensure that the Workers' Party of Korea retains control. It is also possible for countries with free elections to have only one party that holds power. These cases are sometimes called dominant-party systems or particracies . Scholars have debated whether or not a country that has never experienced a transfer of power from one party to another can nevertheless be considered
10200-399: Is often very little change in which political parties have a chance of holding power in a country from one election to the next. This makes it possible to think about the political parties in a country as collectively forming one of the country's central political institutions , called a party system. Some basic features of a party system are the number of parties and what sorts of parties are
10350-442: 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
10500-442: Is reduced as catch-all parties are financed in part by the state or by donations. In Europe, the shift of Christian Democratic parties that were organized around religion into broader centre-right parties epitomizes this type. Cartel parties are a type of political party that emerged post-1970s and are characterized by heavy state financing and the diminished role of ideology as an organizing principle. The cartel party thesis
10650-406: 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
10800-564: 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
10950-432: Is the ideology that is most closely connected to the history of democracies and is often considered to be the dominant or default ideology of governing parties in much of the contemporary world. Many of the traditional competitors to liberal parties are conservative parties. Socialist, communist, feminist, anarchist, fascist, and nationalist parties are more recent developments, largely entering political competitions only in
11100-625: The Federalist Party and the Democratic-Republican Party . By the early 19th century, a number of countries had developed stable modern party systems. The party system that developed in Sweden has been called the world's first party system, on the basis that previous party systems were not fully stable or institutionalized. In many European countries, including Belgium, Switzerland, Germany, and France, political parties organized around
11250-737: The Nika riots between two chariot racing factions at the Hippodrome of Constantinople . A few instances of recorded political groups or factions in history included the late Roman Republic's Populares and Optimates factions as well as the Dutch Republic's Orangists and the Staatsgezinde . However, modern political parties are considered to have emerged around the end of the 18th century; they are usually considered to have first appeared in Europe and
11400-761: 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
11550-564: The Royalist or Cavalier faction of the English Civil War ) supported a strong monarchy, and these two groups structured disputes in the politics of the United Kingdom throughout the 18th century The Rockingham Whigs have been identified as the first modern political party, because they retained a coherent party label and motivating principles even while out of power. At the end of
11700-474: 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
11850-478: 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
12000-400: 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,
12150-417: The 19th and 20th centuries. Environmentalism, multiculturalism, and certain types of fundamentalism became prominent towards the end of the 20th century. Parties can sometimes be organized according to their ideology using an economic left–right political spectrum . However, a simple left-right economic axis does not fully capture the variation in party ideologies. Other common axes that are used to compare
12300-510: 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),
12450-473: 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 a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation
12600-606: 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
12750-704: The Guangzhou Auto Show in November 2012. In 2005, when Jiangling Motor Holding registered the marque's English-language name as Landwind , Jaguar Land Rover (JLR) lodged a complaint before the European Union , alleging the name was too similar to Land Rover . In 2011, the complaint was dismissed. In 2016, JLR sued Jiangling Motor Holding at the Beijing Chaoyang District Court for unfair competition and copyright infringement , as it alleged
12900-731: The Landwind X7 design was a copy of the Range Rover Evoque . In 2019, the Court dismissed the copyright infringement case, as both the Jiangling Holding and JLR intellectual property claims in China for the vehicle had been made improperly and were invalid within the country. As for the unfair competition case, the Court ruled in favour of JLR, and the X7s were temporarily banned from being sold and produced in China, although Jiangling Holding could appeal
13050-524: 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
13200-552: The United States of America, with the United Kingdom's Conservative Party and the Democratic Party of the United States both frequently called the world's "oldest continuous political party". Before the development of mass political parties, elections typically featured a much lower level of competition, had small enough polities that direct decision-making was feasible, and held elections that were dominated by individual networks or cliques that could independently propel
13350-476: 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
13500-515: 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
13650-405: The base of the volunteer activists and donors who support political parties during campaigns. The extent of participation in party organizations can be affected by a country's political institutions, with certain electoral systems and party systems encouraging higher party membership. Since at least the 1980s, membership in large traditional party organizations has been steadily declining across
13800-427: 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
13950-401: 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
14100-412: 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,
14250-413: 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
14400-425: 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
14550-400: 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
14700-509: 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,
14850-455: 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
15000-594: 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
15150-467: The century, the United States also developed a party system, called the First Party System . Although the framers of the 1787 United States Constitution did not all anticipate that American political disputes would be primarily organized around political parties, political controversies in the early 1790s over the extent of federal government powers saw the emergence of two proto-political parties :
15300-438: The claim that parties emerge from existing cleavages, or arguing that the claim is not empirically testable. Others note that while social cleavages might cause political parties to exist, this obscures the opposite effect: that political parties also cause changes in the underlying social cleavages. A further objection is that, if the explanation for where parties come from is that they emerge from existing social cleavages, then
15450-424: The cognitive burden for people to cast informed votes. However, some evidence suggests that over the last several decades, the strength of party identification has been weakening, so this may be a less important function for parties to provide than it was in the past. Political parties are often structured in similar ways across countries. They typically feature a single party leader, a group of party executives, and
15600-501: 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
15750-575: The distribution of voters' preferences over political issues, adjusting themselves in response to what voters believe in order to become more competitive. Beginning in the 1960s, academics began identifying the social cleavages in different countries that might have given rise to specific parties, such as religious cleavages in specific countries that may have produced religious parties there. The theory that parties are produced by social cleavages has drawn several criticisms. Some authors have challenged it on empirical grounds, either finding no evidence for
15900-431: The election of that party's candidates, and legislators in the government who are affiliated with the party. In many countries, the notion of a political party is defined in law, and governments may specify requirements for an organization to legally qualify as a political party. Political parties are distinguished from other political groups or clubs, such as parliamentary groups, because only presidents have control over
16050-490: The end of the century; for example, around this time the Irish political leader Charles Stewart Parnell implemented several methods and structures like party discipline that would come to be associated with strong grassroots political parties. At the beginning of the 20th century in Europe, the liberal–conservative divide that characterized most party systems was disrupted by the emergence of socialist parties, which attracted
16200-411: The entire party, and some voters decide how to vote in elections partly based on how much they like the leaders of the different parties. The number of people involved in choosing party leaders varies widely across parties and across countries. On one extreme, party leaders might be selected from the entire electorate; on the opposite extreme, they might be selected by just one individual. Selection by
16350-516: 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
16500-414: 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,
16650-769: The first political party in Uganda, and its name was chosen as an homage to the Indian National Congress. As broader suffrage rights and eventually universal suffrage slowly spread throughout democracies, political parties expanded dramatically, and only then did a vision develop of political parties as intermediaries between the full public and the government. Political parties are a nearly ubiquitous feature of modern countries. Nearly all democratic countries have strong political parties, and many political scientists consider countries with fewer than two parties to necessarily be autocratic . However, these sources allow that
16800-426: 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
16950-662: The formation of parties is explicitly banned by law. The existence of political parties may be banned in autocratic countries in order to prevent a turnover in power. For example, in Saudi Arabia , a ban on political parties has been used as a tool for protecting the monarchy. However, parties are also banned in some polities that have long democratic histories, usually in local or regional elections of countries that have strong national party systems. Political parties may also temporarily cease to exist in countries that have either only been established recently, or that have experienced
17100-642: 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
17250-560: The head of government, the entire party executive may be competing for various positions in the government. For example, in Westminster systems , the largest party that is out of power will form the Official Opposition in parliament, and select a shadow cabinet which (among other functions) provides a signal about which members of the party would hold which positions in the government if the party were to win an election. Citizens in
17400-464: The head of government. In both presidential democracies and parliamentary democracies , the members of a party frequently have substantial input into the selection of party leaders, for example by voting on party leadership at a party conference . Because the leader of a major party is a powerful and visible person, many party leaders are well-known career politicians. Party leaders can be sufficiently prominent that they affect voters' perceptions of
17550-464: The ideologies of political parties include ranges from liberal to authoritarian, from pro-establishment to anti-establishment , and from tolerant and pluralistic (in their behavior while participating in the political arena) to anti-system. Party positions for individual political parties are assessed by different published indices, such as the V-Party Dataset . Though ideologies are central to
17700-436: 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
17850-518: The introduction of universal suffrage resulted in the creation of worker's parties that later evolved into mass parties; an example is the German Social Democratic Party . These parties represented large groups of citizens who had not previously been represented in political processes, articulating the interests of different groups in society. In contrast to elite parties, mass parties are funded by their members, and rely on and maintain
18000-430: 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
18150-419: 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
18300-404: The long run than unaffiliated politicians , so politicians with party affiliations will out-compete politicians without parties. Parties can also align their member's incentives when those members are in a legislature. The existence of a party apparatus can help coalitions of electors to agree on ideal policy choices, whereas a legislature of unaffiliated members might never be able to agree on
18450-473: 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
18600-540: 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
18750-448: The merits of every candidate individually. Without political parties, electors would have to individually evaluate every candidate in every election. Parties enable electors to make judgments about just a few groups, and then apply their judgment of the party to its entire slate of candidates. Because it is much easier to become informed about a few parties' platforms than the positions of a multitude of independent candidates, parties reduce
18900-400: 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
19050-433: 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
19200-440: The most successful. These properties are closely connected to other major features of the country's politics, such as how democratic it is, what sorts of restrictions its laws impose on political parties, and what type of electoral systems it uses. Even in countries where the number of political parties is not officially constrained by law, political institutions affect how many parties are viable. For example, democracies that use
19350-579: 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
19500-549: 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
19650-432: The national membership and leadership. Parties are typically led by a party leader , who serves as the main representative of the party and often has primary responsibility for overseeing the party's policies and strategies. The leader of the party that controls the government usually becomes the head of government , such as the president or prime minister , and the leaders of other parties explicitly compete to become
19800-434: The nineteenth century before the introduction of universal suffrage. The French political scientist Maurice Duverger first distinguished between elite and "mass" parties, founding his distinction on the differences within the organisational structures of these two types. Elite parties are characterized by minimal and loose organisation, and are financed by fewer larger monetary contributions typically originating from outside
19950-453: The number of parties that it has. In the 1950s Maurice Duverger observed that single-member district single-vote plurality-rule elections tend to produce two-party systems, and this phenomenon came to be known as Duverger's law . Whether or not this pattern is true has been heavily debated over the last several decades. Some political scientists have broadened this idea to argue that more restrictive political institutions (of which first past
20100-547: The party. Elite parties give little priority to expanding the party's membership base, and its leaders are its only members. The earliest political parties, such as the Democratic-Republicans and the Federalists , are classified as elite parties. A mass party is a type of political party that developed around cleavages in society and mobilized the ordinary citizens or 'masses' in the political process. In Europe,
20250-586: The policies of Indira Gandhi in the 1970s. The formation of the Indian National Congress , which developed in the late 19th century as a pro-independence faction in British India and immediately became a major political party after Indian independence, foreshadowed the dynamic in many newly independent countries; for example, the Uganda National Congress was a pro-independence party and
20400-475: The political foundations of the party and also they include political factions, or advocacy groups, mostly by the fact that a party is focused on electing candidates, whereas a parliamentary group is a group of political parties, a political faction is a subgroup within a political party, and an advocacy group is focused on advancing a policy agenda. This is related to other features that sometimes distinguish parties from other political organizations, including
20550-473: 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
20700-513: 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
20850-447: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Political parties A political party is an organization that coordinates candidates to compete in a particular country's elections . It is common for the members of a party to hold similar ideas about politics , and parties may promote specific ideological or policy goals. Political parties have become
21000-403: The shift from the traditional mass parties to catch-all parties as a set of developments including the "drastic reduction of the party's ideological baggage" and the "downgrading of the role of the individual party member". By broadening their central ideologies into more open-ended ones, catch-all parties seek to secure the support of a wider section of the population. Further, the role of members
21150-447: The support of organized trade unions . During the wave of decolonization in the mid-20th century, many newly sovereign countries outside of Europe and North America developed party systems that often emerged from their movements for independence. For example, a system of political parties arose out of factions in the Indian independence movement , and was strengthened and stabilized by
21300-422: The theory is an incomplete story of where political parties come from unless it also explains the origins of these social cleavages. An alternative explanation for why parties are ubiquitous across the world is that the formation of parties provides compatible incentives for candidates and legislators. For example, the existence of political parties might coordinate candidates across geographic districts, so that
21450-476: 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
21600-589: The types of policies they might pursue if they were in power. Ideologies also differentiate parties from one another, so that voters can select the party that advances the policies that they most prefer. A party may also seek to advance an ideology by convincing voters to adopt its belief system. Common ideologies that can form a central part of the identity of a political party include liberalism , conservatism , socialism , communism , anarchism , fascism , feminism , environmentalism , nationalism , fundamentalism , Islamism , and multiculturalism . Liberalism
21750-599: The verdict. Media outlets erroneously reported that JLR had won the copyright infringement case, following a JLR press release, and that the company being sued was Jiangling Motors . Jiangling Motors published a press release denying it was involved in the proceedings. Later, as JLR partially fixed its press release indicating the company it had sued was Jiangling Motor Holding instead of Jiangling Motors, news agency Reuters corrected its newswire on that point, although it did not apologise for not fact-checking JLR's information. In 2019, Landwind only sold about 1,000 vehicles after
21900-400: 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
22050-417: 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
22200-419: Was developed by Richard Katz and Peter Mair , who wrote that political parties have turned into "semi-state agencies", acting on behalf of the state rather than groups in society. The term 'cartel' refers to the way in which prominent parties in government make it difficult for new parties to enter, as such forming a cartel of established parties. As with catch-all parties, the role of members in cartel parties
22350-435: 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
22500-428: Was to create an independent marque to strengthen JMCG's own technical development and reduce its dependence on Ford and Isuzu . While the cars would be designed by Lufeng, the production would be made on Isuzu's production lines. Ford opposed the project and it eventually was abandoned. Landwinds were on sale by 2002 and the marque was relaunched in November 2004 by Jiangling Motor Holding . The Landwind X5 debuted at
#135864