Misplaced Pages

#194805

107-662: Matchless is one of the oldest marques of British motorcycles , manufactured in Plumstead , London, between 1899 and 1966. A wide range of models were produced under the Matchless name, ranging from small two-strokes to 750 cc four-stroke twins. Matchless had a long history of racing success; a Matchless ridden by Charlie Collier won the first single-cylinder race in the first Isle of Man TT in 1907. In 1938, Matchless and AJS became part of Associated Motorcycles (AMC), both companies producing models under their own marques. During

214-439: 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

321-469: 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

428-457: A 12:1 compression 500 cc with an improved bottom end, and a Norton gear-driven oil pump replacing the old reciprocating design that dated back to the 1920s. The revised bottom end was introduced for 1964 and is shared by 350/500 roadsters and the 500CS (G80CS and M18CS), the engine of which was later adapted to the G85CS. The new lubrication system helped lubricating the big end and piston as well as

535-598: A 75.5 mm (3.0 in) bore x 78 mm (3.1 in) stroke, three valve head version of the AJS 7R making 36 bhp (27 kW). It was called the AJS 7R3, and was Ike's response to the Italian multi-cylinder racers. They did well enough in their first year, not as well the second. For 1954 Jack Williams, the works team manager, developed the bike further, lowering the engine in the frame, and making some tuning changes that gave 40 bhp (30 kW) @ 7800 rpm. It immediately won

642-636: 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

749-400: 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

856-403: 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

963-463: 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

1070-478: 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

1177-508: 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

SECTION 10

#1732855353195

1284-412: 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

1391-417: 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

1498-1021: 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

1605-535: A cycle company in 1878. His sons Henry (Harry) and Charles (Charlie) joined him and the name was changed to H. Collier & Sons. AJS had been bought by Matchless's owners, the Colliers, in 1931 and Sunbeam was added in 1937 from Imperial Chemical Industries . The name of the Matchless Motor Cycles company was changed to "Amalgamated Motor Cycles Ltd" in 1937 and "Associated Motor Cycles (AMC)" in 1938. AMC

1712-472: 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

1819-520: A few. The G15 series was offered as 3 brands: Matchless G15 comprising G15Mk2, G15CS and G15CSR; AJS Model 33 comprising M33Mk2, M33CS and M33CSR; and last not least Norton N15CS (no Norton-branded roadster made as it would compete against the Atlas). The G15 series was produced from 1963 to 1969. They were initially for export only, but by 1965 these models were available in UK and Europe too. The Matchless G85CS used

1926-462: 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

2033-493: 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

2140-514: A loss of £350,000 in 1961. With the closure of the Norton plant at Birmingham in 1962 and the merger of Norton and Matchless production, the future was beginning to look rather bleak. In the sixties, with sales declining AMC made the commercial decision to focus on the Norton twins and the Matchless/AJS singles but they were not to be successful and the factory ceased production shortly afterwards. With

2247-450: A loss of £350,000. With the closure of the Norton plant at Birmingham in 1962 and the merger of Norton and Matchless production, the future was beginning to look rather bleak. In the sixties, with sales declining AMC made the commercial decision to focus on the Norton twins and the Matchless/AJS singles but they were not to be successful and the factory ceased production shortly afterwards. Some models were "parts bin specials" put together at

SECTION 20

#1732855353195

2354-507: 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

2461-404: A new company, called Norton-Villiers in 1966. In 1966 Associated Motorcycles went bankrupt and was taken over by Manganese Bronze Holdings , who formed Norton-Villiers to oversee operations. At the time Norton was the only motorcycle marque in the company that was making money. There was a P11 series which comprised the following four models; P11 (1967), P11A (1968) and P11A Ranger (1968/69) and

2568-695: A new company, called Norton-Villiers in 1966. Some of the contents of the Norton factory including motorcycles were later auctioned off after the company went into receivership. Four-stroke scrambler production ceased in 1966. Matchless became overshadowed with focusing on BSA, Triumph and Norton from 1960. The more race-worthy Matchless G85CS replaced the G80CS having a purpose-built frame, alloy fuel tank, ultralight hubs, 12:1 compression ratio and GP Amal (carburettor) . Only 150 of these hand built bikes were made. Vic Eastwood, Chris Horsfield, and Dave Nicoll were signed to race these Matchless Motocross bikes. By

2675-399: 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

2782-473: 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 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

2889-414: 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

2996-407: 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

3103-509: 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

3210-413: 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

3317-420: 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

Matchless - Misplaced Pages Continue

3424-403: 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

3531-469: 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

3638-410: 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

3745-421: 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

3852-442: 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

3959-406: 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

4066-564: 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

4173-761: 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

4280-645: The Ulster Grand Prix course at over 100 mph (161 km/h). It weighed 405 lb (184 kg). Its top speed was 135 mph (217 km/h). Then the Second World War intervened. During the War, Matchless manufactured 80,000 G3 and G3L models for the armed forces. AMC sold the Sunbeam name to BSA in 1943. Post-war landmarks start with the production of Matchless/AJS 350 cc and 500 cc singles, developed from

4387-419: 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 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

Matchless - Misplaced Pages Continue

4494-474: 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

4601-478: 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

4708-400: 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,

4815-510: 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),

4922-606: 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

5029-513: The G15 line, AMC built on the merits of the G12 but there were numerous changes to frame, forks, swinging arm, primary chaincase, transmission, cycle parts and lubrication system. The P11 was the last line of bikes with bonds to AMC. It used a modified G85CS frame but there were stronger forks, completely new cycle parts (making some was rather costly), altered lubrication and modified primary chaincases, to mention

5136-449: The Manx, the lighter Matchless could take the day on tight and twisty circuits. In 1958 the Matchless/AJS road bikes were joined by a 250 cc and in 1960 by a 350 cc for a lightweight series of singles. In 1960 Bert Hopwood resigned from AMC and joined Triumph. That same year AMC posted a profit of a little over £200,000, in comparison to BSA's £3.5 million. That was followed by

5243-524: 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

5350-619: The Morgan works in 1946 and were used to build a final batch of V-Twin trikes for a Morgan dealer in Australia. Matchless also supplied engines after 1935 to 1940 to the Brough Superior works. These engines were made to the specifications of Brough Superior and are not identical to similar engines used in Matchless motorcycles. The Brough Superior engines used a fork and blade rod configuration, cams ground to different specification, and larger ports in

5457-679: The P11 Ranger 750 (1969). It is believed that production of the G15 series was halted late in 1968 (model year '69) with unsold samples on offer through 1969. The P11 series carried on in production until the spring of 1969. The P11 was offered either as Norton or Matchless, but by heritage it is a Matchless bike. A new Harris Matchless G80 single was released in 1987 powered by an Austrian Rotax 4-stroke, single over-head cam (SOHC), 500 cc engine. Components from Italy such as front and rear Paioli suspension and Brembo disc brakes were used whilst, harking back to his licence-built Triumph Bonneville T140s ,

SECTION 50

#1732855353195

5564-487: The Second World War, Matchless manufactured 80,000  G3 and G3L models for the armed forces. By 1956 they had eight models in their line up, but the number had dwindled in 1965. The G3L was the first to feature the "Teledraulic" front forks. Post-war landmarks start with the production of Matchless/AJS 350 cc and Matchless G80 500 cc singles, developed from the legendary war-time Matchless G3 produced for

5671-526: The amalgamations that occurred in the British motorcycle industry in the 1960s, the Matchless four-stroke twin was replaced with the Norton twin, ending a long history of independent production. By 1967, the Matchless singles had ceased production. The first Matchless motorcycle was made in 1899, and production began in 1901. Matchless was the trading name of Collier & Sons, the father Henry Herbert Collier and his sons Charlie and Harry. The Matchless tank badge

5778-509: The army. Competition models of the singles were produced from 1948, which gave the company some memorable wins. In 1949 the first Matchless/AJS vertical twin, a 500 cc, was produced; later to be joined by 600 cc and 650 cc vertical twins in 1956 and 1959 respectively. On the racing front AMC were fielding the ( supercharged ) AJS Porcupine and the AJS 7R alongside the 1951 Matchless G45 500 cc vertical twin. Even when supercharging

5885-476: 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

5992-421: The attention of the public. Matchless made mostly singles, but they also made V-twins from 496 cc to 998 cc. They made their own engines from 1912 on. At the 1912 Olympia Motor Cycle and Cycle Car show Matchless showed a V-twin powered cycle car , with two wheels at the front and a single drive wheel at the rear. Unusually the drive was by shaft and bevel gear. The frame was of pressed steel channel. It

6099-515: 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

6206-427: 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

6313-401: 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

6420-412: 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,

6527-413: 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

SECTION 60

#1732855353195

6634-425: 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

6741-400: 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

6848-509: 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,

6955-455: 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

7062-501: 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

7169-402: The cylinders or heads. Associated Motor Cycles (AMC) was formed in 1938, as a parent company for Matchless and AJS motorcycles. AMC later (postwar) absorbed Francis-Barnett , James , and Norton . In 1941 Matchless motorcycles introduced telescopic front forks called "Teledraulic" forks, considered by some to be the first major innovation in British front suspension in 25 years. During

7276-516: 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

7383-414: 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,

7490-426: 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

7597-511: The first two rounds of the World Championship and took first at the Isle of Man TT. These were factory specials, but one has survived, and a second has been reconstructed from spares. In 1953 there was a Clubman range of Matchless/AJS 350 cc and 500 cc singles, and the production model Matchless G45 500 twin became available. In 1952 further extended the empire by taking over Norton. Then 1958 saw

7704-642: 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

7811-450: The frame doubled up as the oil tank. The model was offered in colours of silver, black or metallic burgundy. Although electric start and twin disc brakes were options, priced at £2700 (£500 more than a Yamaha motorcycle of similar specification), this was not a successful product and production ended by the early 1990s. Marque The practice of branding—in the original literal sense of marking by burning—is thought to have begun with

7918-436: 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

8025-420: The introduction of unit construction 250 cc AJS/Matchless machines. From 1948, competition models of the singles were produced which gave the company some memorable wins. AMC withdrew from the world of works and one-off road racing at the end of the 1954, with the death of H.J.'Ike' Hatch, and in the face of fierce competition from the other European bikes. Instead of works specials, AJS and Norton would make

8132-453: The late 1960s, competition from Japan had driven the British motorcycle industry into a precipitous decline. In 1966 AMC collapsed and was reformed as Norton-Villiers under Manganese Bronze Holdings . This only staved off the problems for a little while and Norton-Villiers eventually went into liquidation in 1974. Norton was reformed with financial assistance from the British government as Norton-Villiers-Triumph (NVT) actually incorporating

8239-474: The legendary war-time Matchless G3 produced for the Army. In 1946 Freddie Clarke joined AMC as Chief Development Engineer after a row with his former employers, Triumph , and in 1947 AMC absorbed Francis-Barnett , followed later by the acquisition of James in 1951. In 1949 the first Matchless/AJS vertical twin (500cc) was produced, later to be joined by 600 cc and 650 cc vertical twins in 1956 and 1959 respectively. On

8346-430: 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

8453-419: 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

8560-499: The majority of BSAs motorcycle concerns but omitting the BSA name for Triumph. In part due to a labour dispute, NVT later went into receivership in 1974. Following the final collapse of NVT, the AJS name was bought by former works rider and competition manager Fluff Brown who continued production of the AJS Stormer in 250 and 360cc capacities. The company, AJS Motorcycles, still owned by

8667-473: 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

8774-540: 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

8881-400: 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

8988-569: 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 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

9095-433: 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

9202-579: 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

9309-549: 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

9416-657: 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

9523-473: 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

9630-513: 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

9737-575: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Associated Motorcycles Associated Motor Cycles (AMC) was a British motorcycle manufacturer founded by the Collier brothers as a parent company for the Matchless and AJS motorcycle companies. It later absorbed Francis-Barnett , James , and Norton before incorporation into Norton-Villiers . Henry Herbert Collier founded Matchless as

9844-494: The production versions of the Manx Norton and the standard two valve AJS 7R, for privateers. In 1958 the Matchless/AJS road bikes were joined by a 250 cc and in 1960 by a 350 cc for a lightweight series of singles. In 1960 leading light Bert Hopwood resigned and joined Triumph at Meriden . That same year AMC posted a profit of a just over £200,000, not so good compared with BSA's £3.5 million. Then in 1961 they posted

9951-620: The racing 7Rs, Porcupines and the pre-war AJS Four. The shared models were considered by some AJS fans to be only badge-engineered Matchless models. In 1935 the Matchless/AJS hairpin valve springs made their first appearance. Matchless supplied engines for the V-twin versions of the Morgan three-wheeler from 1933 until Morgan production was halted by the outbreak of World War II in 1939. From 1935 on they were Morgan's exclusive supplier of V-twin engines. A dozen surviving unused engines were still in storage at

10058-679: The racing front AMC were fielding the AJS Porcupine (500 cc forward-facing parallel twin), the AJS 7R (32 bhp, 350 cc OHC single), the Matchless G50 (a 500 cc variant of the 7R) and by 1951, the Matchless G45 (500 cc vertical twin). The AJS Porcupine had been designed for supercharging, before the rules changed ending supercharged racing motorcycles, but even so, Les Graham won the 1949 World Championship on an unsupercharged AJS 500 cc Porcupine. In 1951 AJS development engineer Ike Hatch developed

10165-842: The request of the American dealers. The Americans were desert racing, so Berliners sent AMC an example custom bike using a Norton 750 motor in a G80CS frame, and asked them to build them some. This was the last Matchless motorcycle, the 748 cc G15 which was also sold as the AJS Model 33' and as the Norton P11. The G15 was produced up until 1969. A Mk2 version was sold in Britain from 1964. Matchless/AJS built predictable handling, comfortable, well-made, reliable and economical motorcycles, for their day. Unfortunately such attributes were not enough to keep them in business. Continuing poor sales led to AMC becoming part of

10272-566: The time) 593 cc OHC V-four, the Silver Hawk. About 60 out of the 500 made survive, The Hawk was designed by youngest brother Bert, who was now active in the company, and he was responsible for design right up to the war. In 1931 Matchless bought AJS from the Stevens brothers. Matchless bought Sunbeam in the late thirties, but Sunbeam was sold to BSA in 1943. After that the only "true" AJS models, as far as AJS enthusiasts were concerned, were

10379-511: The top end on the high-performance singles. The G85CS was further tuned for 1966, and received a new piston providing a CR of 12.5:1. An Amal GP carburettor was standard fitting, making the bike difficult to start. Maximum power rose to 41 bhp @ 6,500 rpm. Matchless/AJS built predictable handling, comfortable, well-made, reliable and economical motorcycles, for their day. Unfortunately such attributes were not enough to keep them in business. Continuing poor sales led to AMC becoming part of

10486-476: 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

10593-400: 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

10700-417: 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

10807-554: Was a Clubman range of Matchless/AJS 350 cc and 500 cc singles. AMC withdrew from factory-supported road racing at the end of the 1954 season, following the death of Ike Hatch, and facing fierce competition from the other European bikes. The Matchless G50 single-cylinder racer was made generally available for privateers in 1959, and competed against the Norton Manx. Though its 90.0 x 78.0 mm 50 bhp engine and top speed near 135 mph (217 km/h) were slightly down on

10914-422: Was a side-valve v-twin with 54 x 86mm dimensions and 394 cc. The two cylinders were set at 18 degrees within a single casting under a single head. The result looked odd, rather like a single that was too long, and with the exhaust emerging from the manifold at its right corner and the carburettor in the middle of the block on the left, the odd appearance was accentuated, and in 1930 they launched an (advanced for

11021-495: Was a winged "M". Like many motorcycle manufacturers of the time, they had started as bicycle manufacturers. They produced a JAP V-twin powered bike in 1905, with one of the earliest swing-arm rear suspensions, coupled with leading-link front forks. Charlie won the inaugural TT singles race in 1907 at an average speed of 38.21 mph in a time of 4 hours 8 minutes 8 seconds. Harry did not finish in 1907, but won in 1909, and Charlie won again in 1910, bringing Matchless motorcycles to

11128-533: Was banned, Les Graham won the 1949 500 cc world championship on a normally aspirated Porcupine. For 1952, the Model G45 twin-cylinder production racer was introduced. Its pushrod 500 cc OHV vertical twin-cylinder engine was based on the roadster Model G9, and was housed in a modified AJS 7R chassis. Derek Farrant won the 1952 Manx Grand Prix at 88.65 mph, and AMC put the G45 into limited production. In 1953 there

11235-410: Was not a manufacturer in its own right, but rather the parent company of a group of motorcycle manufacturers which included Matchless, AJS , Norton , James , Francis-Barnett , Sunbeam and others. In 1939 a 495 cc AJS V4 was built to compete against the supercharged BMWs then dominating racing. The bike was a water-cooled and supercharged design. In 1939 the dry-sump V4 was the first bike to lap

11342-569: Was priced at 100 guineas. Matchless was not given a contract to make motorcycles for the army during the First World War. Peacetime production resumed in 1919, concentrating at first on V-twins for sidecar use, leaving singles until 1923. In 1926 Henry Collier died, and by 1928 Matchless was a limited company. In 1930 they launched a narrow-angle 400 cc V-twin called the Silver Arrow, designed by Charlie. The Silver Arrow, launched in 1929,

11449-435: 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

#194805