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126-456: New Mexico Airlines was an American commuter airline brand founded by Pacific Air Holdings to operate flights in New Mexico after the airline was awarded an Essential Air Service contract to serve Hobbs and Carlsbad, New Mexico . The airline started flights on July 1, 2007, and uses the airline identifiers and call signs of its parent company Pacific Wings. Despite having "New Mexico" in

252-439: 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

378-469: 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

504-636: 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

630-400: 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

756-403: 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

882-463: 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

1008-478: 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

1134-508: 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

1260-412: 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

1386-417: 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

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1512-1021: 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

1638-472: A daily basis. At least in Britain, each registered notary has an individual personal seal, registered with the authorities, which includes his or her name and a pictorial emblem, often an animal—the same combination found in many seals from ancient Greece. Seals are used primarily to authenticate documents, specifically those which carry some legal import. There are two main ways in which a seal may be attached to

1764-472: 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

1890-477: A document. It may be applied directly to the face of the paper or parchment (an applied seal ); or it may hang loose from it (a pendent seal ). A pendent seal may be attached to cords or ribbons (sometimes in the owner's livery colors ), or to the two ends of a strip (or tag ) of parchment, threaded through holes or slots cut in the lower edge of the document: the document is often folded double at this point (a plica ) to provide extra strength. Alternatively,

2016-726: A form of written identification since the Qin dynasty (221 BC–). The seals of the Han dynasty were impressed in a soft clay, but from the Tang dynasty a red ink made from cinnabar was normally used. Even in modern times, seals, often known as "chops" in local colloquial English, are still commonly used instead of handwritten signatures to authenticate official documents or financial transactions. Both individuals and organizations have official seals, and they often have multiple seals in different sizes and styles for different situations. East Asian seals usually bear

2142-462: 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

2268-407: A gold chain around his neck." Because it is used to attest to the authority of its bearer, the ring has also been seen as a symbol of power, which is why it is included in the regalia of certain monarchies. After the death of a Pope, the destruction of his signet ring is a prescribed act clearing the way for the sede vacante and subsequent election of a new Pope. Signet rings are also used as

2394-493: 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

2520-483: A lead or plastic seal with a government marking, typically fixed to a wire that passes through part of the meter housing. The meter cannot be opened without cutting the wire or damaging the seal. Specially-made tamper-evident labels are available which are destroyed if the protected container or equipment is opened, functionally equivalent to a wax seal. They are used to protect things which must not be tampered with such as pharmaceuticals, equipment whose opening voids

2646-419: A lever-press or a screw press . Certain medieval seals were more complex still, involving two levels of impression on each side of the wax which would be used to create a scene of three-dimensional depth. On the death of a seal-holder, as a sign of continuity, a son and heir might commission a new seal employing the same symbols and design-elements as those used by his father. It is likely that this practice

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2772-507: 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

2898-662: A means of cancelling them. When King James II of England was dethroned in the Glorious Revolution of 1688/9, he is supposed to have thrown the Great Seal of the Realm into the River Thames before his flight to France in order to ensure that the machinery of government would cease to function. It is unclear how much truth there is to this story, but certainly the seal was recovered: James's successors, William III and Mary used

3024-451: A mirror-image of) that of the matrix, which is especially important when script is included in the design, as it very often is. This will not be the case if paper is embossed from behind, where the matrix and impression read the same way, and both matrix and impression are in relief. However engraved gems were often carved in relief, called cameo in this context, giving a "counter-relief" or intaglio impression when used as seals. The process

3150-663: A name written in Aramaic (Yitsḥaq bar Ḥanina) engraved in reverse so as to read correctly in the impression. From the beginning of the 3rd millennium BC until the Middle Ages, seals of various kinds were in production in the Aegean islands and mainland Greece. In the Early Minoan age these were formed of soft stone and ivory and show particular characteristic forms. By the Middle Minoan age

3276-461: A new set for seal forms, motifs and materials appear. Hard stone requires new rotary carving techniques. The Late Bronze Age is the time par excellence of the lens-shaped seal and the seal ring, which continued into the Archaic , Classical and Hellenistic periods, in the form of pictorial engraved gems . These were a major luxury art form and became keenly collected, with King Mithridates VI of Pontus

3402-399: 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

3528-410: A seal which had to be broken to open the container (hence the modern English verb "to seal", which implies secure closing without an actual wax seal). The seal-making device is also referred to as the seal matrix or die ; the imprint it creates as the seal impression (or, more rarely, the sealing ). If the impression is made purely as a relief resulting from the greater pressure on the paper where

3654-472: A seal. The practice spread, and it seems to be taken for granted by King Clovis I at the very beginning of the Merovingian dynasty . Later ecclesiastical synods require that letters under the bishop 's seal should be given to priests when for some reason they lawfully quit their own proper diocese. Such a ruling was enacted at Chalon-sur-Saône in 813. Pope Nicholas I in the same century complained that

3780-461: A smaller counter-seal , which would be used to impress a small emblem on the reverse of the impression. In some cases the seal and counter-seal would be kept by two different individuals, in order to provide an element of double-checking to the process of authentication. Sometimes, a large official seal, which might be in the custody of chancery officials, would need to be counter-sealed by the individual in whose name it had been applied (the monarch, or

3906-431: A souvenir or membership attribute, e.g., class rings (which typically bear the coat of arms or crest of the school). One may also have their initials engraved as a sign of their personal stature. Traditionally, signet rings were worn either on the little or the ring finger of the least dominant hand, with the most common usage being on the little. The less noble classes began wearing and using signet rings as early as

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4032-414: 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

4158-407: 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

4284-615: A variety of hard materials, including wood, soapstone, sea glass and jade. East Asian seals are traditionally used with a red oil-based paste consisting of finely ground cinnabar, which contrasts with the black ink traditionally used for the ink brush . Red chemical inks are more commonly used in modern times for sealing documents. Seal engraving is considered a form of calligraphy in East Asia. Like ink-brush calligraphy, there are several styles of engraving. Some engraving styles emulate calligraphy styles, but many styles are so highly stylized that

4410-509: 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

4536-481: A way that the item could not be opened without the seal being broken. Applied seals were used on letters close (letters intended only for the recipient) and parcels to indicate whether or not the item had been opened or tampered with since it had left the sender, as well as providing evidence that the item was actually from the sender and not a forgery. In the post-medieval period, seals came to be commonly used in this way for private letters . A letter writer would fold

4662-413: 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

4788-420: 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

4914-403: 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

5040-469: 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

5166-410: 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

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5292-509: Is easily detached by cutting the cords or strips of parchment, but the forger would then have great difficulty in attaching it to another document (not least because the cords or parchment are normally knotted inside the seal), and would again almost certainly break it. In the Middle Ages, the majority of seals were pendent. They were attached both to legal instruments and to letters patent (i.e. open letters) conferring rights or privileges, which were intended to be available for all to view. In

5418-443: Is essentially that of a mould . Most seals have always given a single impression on an essentially flat surface, but in medieval Europe two-sided seals with two matrices were often used by institutions or rulers (such as towns, bishops and kings) to make two-sided or fully three-dimensional impressions in wax, with a "tag", a piece of ribbon or strip of parchment , running through them. These "pendent" seal impressions dangled below

5544-555: Is now unusual in most countries in the west for private citizens to use seals. In Central and Eastern Europe, however, as in East Asia, a signature alone is considered insufficient to authenticate a document of any kind in business, and all managers, as well as many book-keepers and other employees, have personal seals , normally just containing text, with their name and their position. These are applied to all letters, invoices issued, and similar documents. In Europe these are today plastic self-inking stamps. Notaries also still use seals on

5670-421: 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

5796-562: Is often made out of agate , carnelian , or sardonyx which tend not to bind with the wax. Most smaller classical engraved gems were probably originally worn as signet rings, or as seals on a necklace. The wearing of signet rings (from Latin "signum" meaning "sign" or "mark") dates back to ancient Egypt: the seal of a pharaoh is mentioned in the Book of Genesis . Genesis 41:42: "Removing his signet ring from his hand, Pharaoh put it on Joseph 's hand; he arrayed him in garments of fine linen, and put

5922-442: 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

6048-534: Is presumed that they were worn on a string or chain round the neck. Many have only images, often very finely carved, with no writing, while others have both. From ancient Egypt seals in the form of signet rings , including some with the names of kings, have been found; these tend to show only names in hieroglyphics . Recently, seals datable to the Himyarite age have come to light in South Arabia . One example shows

6174-406: 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

6300-564: 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

6426-399: Is unique, and engravers often personalize the seals that they create. The materials of seals and the styles of the engraving are typically matched to the personalities of the owners. Seals can be traditional or modern, or conservative or expressive. Seals are sometimes carved with the owners' zodiac animals on the tops of the seals. Seals are also sometimes carved with images or calligraphy on

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6552-589: The Papal Chancery these leaden authentications fell out of favour in western Christendom. Byzantine Emperors sometimes issued documents with gold seals, known as Golden Bulls . Wax seals were being used on a fairly regular basis by most western royal chanceries by about the end of the 10th century. In England, few wax seals have survived of earlier date than the Norman Conquest, although some earlier matrices are known, recovered from archaeological contexts:

6678-716: 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

6804-499: The Ring of the Fisherman , the papal signet, and to see that it is broken up. A similar practice prevailed in the Middle Ages and it is often alluded to by historians, as it seems to have been a matter of some ceremony. For example, on the death of Robert of Holy Island , Bishop of Durham, in 1283, the chronicler Robert Greystones reports: "After his burial, his seal was publicly broken up in

6930-474: 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

7056-478: 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

7182-400: 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,

7308-429: The 13th century. In the 17th century, signet rings fell out of favor in the upper levels of society, replaced by other means for mounting and carrying the signet. In the 18th century, though, signet rings again became popular, and by the 19th century, men of all classes wore them. Since at least the 16th century there have also been pseudo-signet rings where the engraving is not reversed (mirror image), as it should be if

7434-510: 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),

7560-606: 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

7686-524: 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

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7812-498: The Middle Ages, this generally comprised a compound of about two-thirds beeswax to one-third of some kind of resin , but in the post-medieval period the resin (and other ingredients) came to dominate. During the early Middle Ages seals of lead, or more properly " bullae " (from the Latin), were in common use both in East and West, but with the notable exception of documents (" bulls ") issued by

7938-619: The United States, the word "seal" is sometimes assigned to a facsimile of the seal design (in monochrome or color), which may be used in a variety of contexts including architectural settings, on flags , or on official letterheads . Thus, for example, the Great Seal of the United States , among other uses, appears on the reverse of the one-dollar bill ; and several of the seals of the U.S. states appear on their respective state flags . In Europe, although coats of arms and heraldic badges may well feature in such contexts as well as on seals,

8064-430: The artist, and the seals from the owners of the paintings. East Asian seals are the predecessors to block printing . There is a direct line of descent from the seals used in the ancient world, to those used in medieval and post-medieval Europe, and so to those used in legal contexts in the western world to the present day. Seals were historically most often impressed in sealing wax (often simply described as "wax"): in

8190-476: 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

8316-515: 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

8442-427: 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

8568-589: The bishops of Dôle and Reims had, " contra morem " (contrary to custom), sent their letters to him unsealed. The custom of bishops possessing seals may from this date be assumed to have been pretty general. In the British Museum collection the earliest bishop's seals preserved are those of William de St-Calais , Bishop of Durham (1081–96) and of St. Anselm, Archbishop of Canterbury (1093–1109). Seals are also affixed on architectural or engineering construction documents, or land survey drawings, to certify

8694-401: 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

8820-412: 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,

8946-413: 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

9072-425: 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

9198-400: 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

9324-509: 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,

9450-455: 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

9576-420: The case of important transactions or agreements, the seals of all parties to the arrangement as well as of witnesses might be attached to the document, and so once executed it would carry several seals. Most governments still attach pendent seals to letters patent . Applied seals, by contrast, were originally used to seal a document closed: that is to say, the document would be folded and the seal applied in such

9702-426: The characters represented on the seal are difficult for untrained readers to identify. Seal engravers are considered artists, and, in the past, several famous calligraphers also became famous as engravers. Some seals, carved by famous engravers, or owned by famous artists or political leaders, have become valuable as historical works of art. Because seals are commissioned by individuals and carved by artists, every seal

9828-542: The completed letter, pour wax over the joint formed by the top of the page, and then impress a ring or other seal matrix. Governments sometimes sent letters to citizens under the governmental seal for their eyes only, known as letters secret. Wax seals might also be used with letterlocking techniques to ensure that only the intended recipient would read the message. In general, seals are no longer used in these ways except for ceremonial purposes. However, applied seals also came to be used on legal instruments applied directly to

9954-501: 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

10080-493: The direct supervision of, a licensed professional engineer, and assures the document's recipient that the work meets the standards expected of experienced professionals who take personal responsibility for their judgments and decisions. In old English law , a cocket was a custom house seal; or a certified document given to a shipper as a warrant that his goods have been duly entered and have paid duty. Hence, in Scotland , there

10206-402: The documents they authenticated, to which the attachment tag was sewn or otherwise attached (single-sided seals were treated in the same way). Some jurisdictions consider rubber stamps or specified signature-accompanying words such as "seal" or "L.S." (abbreviation of locus sigilli , "place of the seal") to be the legal equivalent of, i.e. , an equally effective substitute for, a seal. In

10332-403: The earliest civilizations and are of considerable importance in archaeology and art history . In ancient Mesopotamia carved or engraved cylinder seals in stone or other materials were used. These could be rolled along to create an impression on clay (which could be repeated indefinitely), and used as labels on consignments of trade goods, or for other purposes. They are normally hollow and it

10458-415: The earliest is a gold double-sided matrix found near Postwick , Norfolk, and dated to the late 7th century; the next oldest is a mid-9th-century matrix of a Bishop Ethilwald (probably Æthelwold, Bishop of East Anglia). The practice of sealing in wax gradually moved down the social hierarchy from monarchs and bishops to great magnates, to petty knights by the end of the 12th century, and to ordinary freemen by

10584-516: 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

10710-414: 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,

10836-448: The face of the document, so that there was no need to break them, and this use continues. Historically, the majority of seals were circular in design, although ovals, triangles, shield-shapes and other patterns are also known. The design generally comprised a graphic emblem (sometimes, but not always, incorporating heraldic devices ), surrounded by a text (the legend ) running around the perimeter. The legend most often consisted merely of

10962-868: The first major collector according to Pliny the Elder . His collection fell as booty to Pompey the Great , who deposited it in a temple in Rome. Engraved gems continued to be produced and collected until the 19th century. Pliny also explained the significance of the signet ring, and how over time this ring was worn on the little finger. Known as yinzhang ( Chinese : 印章 ) in Greater China , injang in Korea , inshō in Japan , ấn triện (or ấn chương ) in Vietnam , seals have been used in East Asia as

11088-426: 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

11214-642: 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

11340-423: The high parts of the matrix touch, the seal is known as a dry seal ; in other cases ink or another liquid or liquefied medium is used, in another color than the paper. In most traditional forms of dry seal the design on the seal matrix is in intaglio (cut below the flat surface) and therefore the design on the impressions made is in relief (raised above the surface). The design on the impression will reverse (be

11466-416: The identity of the licensed professional who supervised the development. Depending on the authority having jurisdiction for the project, these seals may be embossed and signed, stamped and signed, or in certain situations a computer generated facsimile of the original seal validated by a digital certificate owned by the professional may be attached to a security protected computer file. The identities on

11592-580: The impression is to read correctly. Rings have been used since antiquity as spy identification and in espionage. During World War II, US Air Force personnel would privately purchase signet rings with a hidden compartment that would hold a small compass or hidden message. MI9 purchased a number of signet rings from Regent Street jewelers that were used to conceal compasses. In modern use, seals are used to tamper-proof equipment. For example, to prevent gas and electricity meters from being interfered with to show lower chargeable readings, they may be sealed with

11718-436: 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

11844-430: 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

11970-419: 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

12096-473: 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

12222-540: 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

12348-410: The mayor of a town): such a counter-seal might be carried on the person (perhaps secured by a chain or cord), or later, take the form of a signet ring, and so would be necessarily smaller. Other pendent seals were double-sided, with elaborate and equally-sized obverses and reverses. The impression would be formed by pressing a "sandwich" of matrices and wax firmly together by means of rollers or, later,

12474-527: The middle of the 13th century. They also came to be used by a variety of corporate bodies, including cathedral chapters , municipalities, monasteries etc., to validate the acts executed in their name. Traditional wax seals continue to be used on certain high-status and ceremonial documents, but in the 20th century they were gradually superseded in many other contexts by inked or dry embossed seals and by rubber stamps . While many instruments formerly required seals for validity (e.g. deeds or covenants ) it

12600-400: 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

12726-569: 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

12852-433: 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

12978-579: 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

13104-549: 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

13230-610: The name, the brand was actually headquartered in Mesa, Arizona , in metropolitan Phoenix . The carrier had all of its aircraft grounded by the FAA in December 2014 and was able to get some aircraft back in the air in early 2015 but completely shut down by May, 2015. As of December 2014, the New Mexico Airlines fleet consisted of the following aircraft: Brand The practice of branding—in

13356-402: The names of the people or organizations represented, but they can also bear poems or personal mottoes. Sometimes both types of seals, or large seals that bear both names and mottoes, are used to authenticate official documents. Seals are so important in East Asia that foreigners who frequently conduct business there also commission the engraving of personal seals. East Asian seals are carved from

13482-421: 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 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

13608-630: The owner, or (in the case of ecclesiastical seals) of a saint. Medieval townspeople used a wide variety of different emblems but some had seals that included an image relating to their work. Sealing wax was naturally yellowish or pale brownish in tone, but could also be artificially colored red or green (with many intermediary variations). In some medieval royal chanceries, different colours of wax were customarily used for different functions or departments of state, or to distinguish grants and decrees made in perpetuity from more ephemeral documents. The matrices for pendent seals were sometimes accompanied by

13734-657: 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

13860-474: The presence of all by Master Robert Avenel." Matthew Paris gives a similar description of the breaking of the seal of William of Trumpington, Abbot of St Albans , in 1235. The practice is less widely attested in the case of medieval laypeople, but certainly occurred on occasion, particularly in the 13th and 14th centuries. Silver seal matrices have been found in the graves of some of the 12th-century queens of France. These were probably deliberately buried as

13986-473: 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

14112-513: 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

14238-425: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Seal (emblem) A seal is a device for making an impression in wax , clay , paper , or some other medium, including an embossment on paper , and is also the impression thus made. The original purpose was to authenticate a document, or to prevent interference with a package or envelope by applying

14364-664: The professional seals determine legal responsibility for any errors or omissions, and in some cases financial responsibility for their correction as well as the territory of their responsibility, e.g.: "State of Minnesota". In some jurisdictions, especially in Canada, it is a legal requirement for a professional engineer to seal documents in accordance with the Engineering Profession Act and Regulations. Professional engineers may also be legally entitled to seal any document they prepare. The seal identifies work performed by, or under

14490-446: The same Great Seal matrix, fairly crudely adapted – possibly quite deliberately, in order to demonstrate the continuity of government. A signet ring is a ring bearing on its flat top surface the equivalent of a seal. A typical signet ring has a design, often a family or personal crest , created in intaglio so that it will leave a raised ( relief ) impression of the design when the ring is pressed onto liquid sealing wax . The design

14616-490: The seal design in its entirety rarely appears as a graphical emblem and is used mainly as originally intended: as an impression on documents. The study of seals is known as sigillography or sphragistics. The stamp seal was a common seal die, frequently carved from stone, known at least since the 6th millennium BC ( Halaf culture ) and probably earlier. The oldest stamp seals were button-shaped objects with primitive ornamental forms chiseled onto them. Seals were used in

14742-457: The seal may be attached to a narrow strip of the material of the document (again, in this case, usually parchment), sliced and folded down, as a tail or tongue , but not detached. The object in all cases is to help ensure authenticity by maintaining the integrity of the relationship between document and seal, and to prevent the seal's reuse. If a forger tries to remove an applied seal from its document, it will almost certainly break. A pendent seal

14868-503: The sides. Although it is a utilitarian instrument of daily business in East Asia, westerners and other non-Asians seldom see Asian seals except on Asian paintings and calligraphic art. All traditional paintings in China , Japan , Korea , and the rest of East Asia are watercolor paintings on silk, paper, or some other surface to which the red ink from seals can adhere. East Asian paintings often bear multiple seals, including one or two seals from

14994-550: 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 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

15120-476: 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

15246-400: 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

15372-455: The words "The seal of [the name of the owner]", either in Latin or in the local vernacular language: the Latin word Sigillum was frequently abbreviated to a simple S: . Occasionally, the legend took the form of a motto . In the Middle Ages it became customary for the seals of women and of ecclesiastics to be given a vesica (pointed oval) shape. The central emblem was often a standing figure of

15498-417: 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

15624-561: Was a factor in the emergence of hereditary heraldry in western Europe in the 12th century. Ecclesiastical seals are frequently mandorla -shaped, as in the shape of an almond , also known as vesica -shaped. The use of a seal by men of wealth and position was common before the Christian era, but high functionaries of the Church adopted the habit. An incidental allusion in one of St. Augustine 's letters (217 to Victorinus) indicates that he used

15750-463: Was an officer called the clerk of the cocket . It may have given its name to cocket bread , which was perhaps stamped as though with a seal. The importance of the seal as a means of authentication necessitated that when authority passed into new hands the old seal should be destroyed and a new one made. When the pope dies it is the first duty of the Cardinal Camerlengo to obtain possession of

15876-435: 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

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