Misplaced Pages

#163836

117-509: Prestel was the brand name of a videotex service launched in the UK in 1979 by Post Office Telecommunications , a division of the British Post Office . It had around 95,500 attached terminals at its peak, and was a forerunner of the internet-based online services developed in the late 20th and early 21st centuries. Prestel was discontinued in 1994 and its assets sold by British Telecom to

234-477: A jack cost £13, with a quarterly rental of 50p. Business users paid an additional standing charge (i.e., a flat charge regardless of usage) of £12 per quarter. By October 1982, the online usage charge had risen to 5p per minute (8 am to 6 pm Monday to Friday and also 8 am to 1 pm on Saturdays, free at other times), the business standing charge to £15 per quarter, residential users now paid £5 per quarter, and jack installation cost "from £15", with

351-439: 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

468-469: 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

585-611: A "channel for education in the home", and as providing an "advanced calculator service". After some delay, the Post Office launched a test service of Prestel, as it was now called, in October 1978. At the end of December, there were 95,500 information pages, growing at a rate of 3,500 per week, and just over 300 users, increasing by 30–50 per week. In March 1979, the Post Office opened a limited "London Residential Service" for subscribers in

702-466: A 15p quarterly rental fee. Under page *656#, Prestel's publicity department published a "Factframe" showing, at the end of each month, the average number of terminals attached and the respective percentages in businesses and in homes; the number of frames available and the number of frame accesses per week; and the number of messages sent per week. Actual subscriber figures were not published; Thomas et al. (1992) suggest these were "significantly less" than

819-475: A Prestel user's bill. When preparing and editing a page, an IP could use upper- and lower-case letters, digits, punctuation marks, a few arithmetic symbols, and a set of " mosaic characters " for composing rudimentary graphics. By embedding cursor-control characters in the page, simple animations could be produced by rewriting parts of the screen already displayed. These were called "dynamic frames". The IP's name on line 1 occupied at least 43 bytes, depending on

936-636: 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

1053-400: 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

1170-403: 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

1287-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

SECTION 10

#1732851277164

1404-478: 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

1521-508: 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

1638-412: 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

1755-417: 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

1872-507: A company consortium . A subscriber to Prestel used an adapted TV set with a keypad or keyboard, a dedicated terminal, or a microcomputer to interact with a central database via an ordinary phoneline . Prestel offered hundreds of thousands of pages of general and specialised information, ranging from consumer advice to financial data, as well as services such as home banking, online shopping, travel booking, telesoftware , and messaging. In September 1982, to mark Information Technology Year,

1989-467: A constant source of information on what they should be doing at any particular time of the year. Whole families can choose and even book their holidays through Prestel. [..] Prestel will provide you with listings for theatres, cinemas, sporting events, exhibitions and just about anything else that may be going on. Brand#Brand names and trademark The practice of branding—in the original literal sense of marking by burning—is thought to have begun with

2106-1021: 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

2223-472: 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

2340-414: A figure of 95,460 terminals attached. This was the highest figure claimed during the lifetime of Prestel. Information on Prestel was held in a database of "pages". Each page corresponded to a screenful of information, and had a unique number up to nine digits long. A page could have up to 26 sub-pages, with each sub-page labelled with a letter from "a" to "z". A sub-page was called a "frame": the page itself

2457-466: A gateway to other computer-based services. A "follow-on" type could also be specified: this caused the following frame to be automatically displayed as soon as the current frame had finished being transmitted. For dynamic frames, this provided a way to continue animations that could not fit within the number of characters available in one frame alone. This follow-on frame facility was also used for telesoftware , enabling computer programs, such as those for

SECTION 20

#1732851277164

2574-462: 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

2691-493: 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

2808-507: 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

2925-558: A main IP, sub-IPs paid a per-minute charge for editing online: in 1982, this was 8p per minute from Monday to Friday between 8 am and 6 pm, and 8p per 4-minute block at all other times (equivalent to around 35p as at end 2014). Sub-IPs were restricted to pages under a 4 or more digit node within a main IP's area, and could only edit existing pages: they were not able to create or delete pages themselves. Several typical relationships developed between umbrella IPs and their sub-IP clients: In addition,

3042-444: A media journalist and editorial director of Fintel, a major IP, as experience with the viewdata medium grew, IPs "gave information on all or most pages, simply varying the amount according to the number of routings [links] that have to be given as well." When the public Prestel service began in 1979, a user connecting to the system was presented with the main index page. As they made and keyed successive menu choices, they moved down

3159-518: A rate of ... a few hundred customers a week", The Times declared that Prestel "had failed to live up to expectations", comparing it unfavourably to the French Minitel videotex service and to British Telecom's own Telecom Gold electronic mail service. Writing in the The Guardian just before Christmas 1988, Jack Schofield reported that Prestel "had become reclusive" about user numbers, with

3276-399: 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

3393-473: 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

3510-417: A subject hierarchy, from the general to the specific, to finish with the information page they sought. The Post Office, academics, and the media referred to this hierarchical database arrangement as a tree structure or "inverted tree". Though simple in theory, in practice this structure could lead a user to a dead end: they might find that how a subject was described in a menu did not match what they saw on

3627-544: A three-digit node or "master page" in the database. This required an annual payment in 1982 of £5,500 for a basic package, equivalent to around £29,000 in 2021. The basic IP package included 100 frames; the ability to enter and amend information, retrieve response frames, and store 10 completed response frames; staff training in editing (a two-day seminar), and a copy of the IP editing manual; and, if required, bulk update facilities and an annual print-out of frames in use. Additional frames were available, in batches of 500, for £500

Prestel - Misplaced Pages Continue

3744-548: A three-digit number as its master page. For example, the Meteorological Office 's was 209, and the numbers identifying all its pages began with these digits – such as for 20971, the page for "Aviation forecasts". Single- and double-digit pages were reserved by Prestel for system information purposes, such as page 1, which showed the main index. Pages starting with 9 were for account and other system management functions: page 92, for example, showed details of

3861-414: 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

3978-407: 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

4095-509: 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

4212-407: A year (over £2,600 in 2021), while using "Closed User Groups" (CUGs) and the sub-IP facility each cost £250 annually (over £1,300 in 2021). Sub-IPs – those with smaller requirements or budget – rented pages from a main IP. After paying the additional £250 annual fee, a main IP could rent out individual pages at a market rate. Such IPs were known as "umbrella" IPs. Unlike

4329-674: A year, he had completed the initial design of a viewdata system (the generic term in use at the time) for the general public: it would comprise information stored on a central computer accessed over the public phone network using modified televisions as terminals. By early 1973, the Post Office had decided to develop an experimental system, and was working with the BBC , the Independent Broadcasting Authority , and standards organisations to develop compatible standards for teletext and viewdata. During 1974, it decided to commercialise

4446-413: 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

4563-420: 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

4680-403: 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

4797-469: 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

Prestel - Misplaced Pages Continue

4914-410: 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

5031-567: Is not approaching profitability." In June 1984, the UK Department of Trade and Industry issued a booklet stating that the availability of travel information, the launch of Micronet 800 , and the provision nationwide of the messaging service, Mailbox, had contributed to a rise to 45,000 users. 61% were business, and 39% residential. In that month, on average, the Prestel database contained 320,000 frames that were accessed 14.6 million times. For July,

5148-421: 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

5265-442: 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

5382-406: 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

5499-564: 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

5616-464: The BBC Micro , to be downloaded from Prestel. A page could be directly linked to up to ten other pages by specifying, during editing, the number of the page whose content would be displayed when a user pressed a digit from 0 to 9 on their keypad or keyboard. Double-digit links – such as "56" – were achieved by linking the first digit to an intermediate, stepping-stone frame on

5733-564: The British Tourist Authority and the British Library ); nationalised industries (including British Airways , Sealink , and British Rail ), and companies in other fields of business, such as banks and travel agencies; new companies set up to exploit the viewdata medium, and those expanding from an existing base of online services, such as Reuters ; associations; software companies; and miscellaneous. Particularly popular were

5850-461: The Institute for Scientific Information , and National Giro . Interviewed by The Times , Fedida was quoted as saying that the Post Office saw viewdata playing several roles: as a "centralised information source", an "intelligent interface" to specialised scientific and technical data, a "communication machine" for passing messages, a personal information store, a new information distribution medium,

5967-654: The Northern Ireland Tourist Board and the offshore islands of Guernsey , Jersey and the Isle of Man , VisitBritain also hosts information on those territories on its website. However, under the 1969 Act, the remit of the organisation extends only to Great Britain rather than the whole of the United Kingdom . VisitBritain was created in April 2003 to market Britain to the rest of the world and to promote and develop

SECTION 50

#1732851277164

6084-761: 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

6201-562: The Royal Mail issued two commemorative stamps , one of which featured a Prestel TV set and keyboard. In April 1984, British Telecom won a Queen's Award for Technological Achievement for the development of Prestel. In 1970, Samuel Fedida , a research engineer who had worked at English Electric and a US consultancy company, joined the Post Office as head of the Computer Applications Research Division. Within

6318-419: 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

6435-474: 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

6552-478: 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

6669-400: 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,

6786-510: 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),

6903-606: 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

7020-461: The Butler Cox consultancy recorded 47,000 users (60% business, 40% residential), a total of 1,200 IPs and sub-IPs, and 17 external computers accessed via Prestel Gateway. After another year, in mid-1985, The Times stated there were 53,000 "terminals, adapted televisions, microcomputers or specially designed units" attached to Prestel, with residential users now accounting for 45% of the total. In

7137-553: The Factframe, "[a]fter prompting, ... finally updated this summer ... claim[ing] 90,000 users", while the figure of "only 75,000" was being quoted by the British Telecom manager responsible for the service. In January 1989, drawing on what turned out to be the final Factframe, published at the end of 1988, Schofield wrote that "After ten years, [Prestel] has yet to achieve the number of users it expected to get in its first year", quoting

SECTION 60

#1732851277164

7254-595: The IP Micronet 800 used the sub-IP facility to offer the "Gallery" service, where a group, club, or individual could rent one or a number of frames cheaply, and for short periods if required. An analysis in 1981 of the pros and cons of using an umbrella IP to publish information on Prestel concluded that if the owner of the information needed less than 500 frames, it would be cheaper to use an umbrella IP, but if over 5000, this would be more expensive than doing it themselves. In between these two figures, speed, convenience, and

7371-454: The IP's database: this, in turn, connected the second digit to the target page. The content of pages ranged between two poles: at one, a menu listing the topics available and the number to key to reach them, with no, or minimal, further information – referred to as an "index page"; and at the other, a screenful of information with few, if any, links to other pages – an "information page". According to Rex Winsbury ,

7488-524: 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

7605-715: The Post Office decided to run a pilot trial. It also agreed with potential information providers (IPs) that it would not select IPs or exert editorial control over what they put on the system. The two-year pilot service began in January 1976. By mid-1977, IPs included the Consumers' Association , the British Farm Produce Council, British Rail , London Transport , the Open University , the London Stock Exchange ,

7722-478: The Prestel network, to external computers operated by IPs or other companies. Travel agents, for example, used Gateway to connect to tour operators' systems and make reservations. At the launch of the commercial service in September 1979, and in addition to phone charges, users were charged 3p per minute online to Prestel from 8 am to 6 pm Monday to Friday, and 3p for three minutes at other times. Installing

7839-562: The Update Computer online as a batch via a special dialup port and protocol, or sent on magnetic tape to the Update Centre (UDC), where they were uploaded. Using the online editor, IPs were also able to view information about a page hidden from ordinary users, such as the time and date of its last update, whether the frame was in a Closed User Group (CUG), the price-to-view (if any), and the "frame count" – the number of times

7956-476: 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

8073-515: 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

8190-427: 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

8307-401: 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

8424-412: 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,

8541-413: 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

8658-425: 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

8775-400: 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

8892-509: 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,

9009-455: 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

9126-524: The capital. The full commercial service launched in September 1979; the director of Prestel stated that there were over 130,000 pages in the database and 1363 "sets" [ sic ] connected to the system at the start of that month. By February 1980, there were 131 IPs and 116 sub-IPs. The Post Office categorised the IPs as follows: national and local newspaper groups; magazine and other publishing groups; central government departments, and other agencies (such as

9243-501: 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

9360-501: The directory was also incorporated into the quarterly Prestel Business Directory created by the Financial Times . Micronet 800 , an IP, visualised the relationships between its pages in a London Tube-style schematic map as part of a guide for users. There were two types of information provider (IP): main IPs, and sub-IPs. A main IP rented pages directly from the Post Office (initially) or British Telecom (later), and owned

9477-516: 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

9594-400: The expectations of their users, through the extensive use of backlinks and crosslinks between their pages. This resulted in a variety of database structures that acquired labels such as cartwheels, ring-of-rings, Chinese lanterns and lobster-pots to help visualise how pages were connected. There were three basic navigation commands: Keyword access was introduced in 1987, with *keyword# taking

9711-414: 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,

9828-419: The final destination page, or formed only part of what they were looking for, or provided information without the means to look up related material. Going back through the sequence of menu choices (using the *# command) to try another series of links was limited to three steps in all. As Prestel developed, IPs accommodated the particularities of the different types of information and services they provided, and

9945-426: 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

10062-642: 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

10179-539: The frame had been accessed. IPs and sub-IPs accessed the Edit computer using their normal ID and password, but had a separate password to access the editing facility. Bulk uploads only required the edit password and the IP's account number. Prestel's pre-launch promotional material focused on the general public: Prestel is for everyone. Busy mothers can check out prices before they go shopping or their children can use Prestel to help them with their homework. Gardeners will have

10296-496: The head of a joint venture . The plans involved the introduction of a home banking service; the marketing of a Prestel adaptor for computer terminals to the business and higher education sectors; and the launch of Micronet 800 , a service for microcomputer users. Six months later, in February 1983, the same newspaper recorded 22,400 users, of whom 15% were residential, writing that the future of Prestel "could be in doubt by 1985 if it

10413-436: 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

10530-430: 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

10647-419: 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

10764-473: 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

10881-540: 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

10998-400: 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

11115-569: 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

11232-433: 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

11349-579: 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

11466-549: 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

11583-512: The need for design skills favoured using an IP, while going it alone assured confidentiality and provided more control. There were two ways to edit pages: directly, by creating or amending them using special editing keyboards while connected online to the main Update Computer; or offline, creating pages locally and uploading them in bulk. Bulk update required that pages be created offline using editing terminals that could store pages, or by using microcomputers. The pages were then either transmitted to

11700-448: The number of control characters involved, so the space available for the IP's data on-screen was a maximum of 877 characters A line could occupy all forty of the character positions available, or be terminated early with a control character. Each control character consumed two bytes, so the more complex the page, the less information could be shown. Most frames were set up to provide information. Other types were for messaging, or provided

11817-461: The number of terminals, as "businesses were assumed to 'attach' more than one terminal", and note that British Telecom stopped publishing figures at the end of 1988. In September 1982, The Times reported there were 18,000 users, of whom 3,000 were residential. Noting that British Telecom had originally forecast 50,000 users at this point, the report went on to outline a new approach to attracting them, quoting senior managers from British Telecom and

11934-657: 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

12051-473: 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

12168-513: 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

12285-564: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. VisitBritain VisitBritain is the name used by the British Tourist Authority (formerly the British Travel & Holiday Association), the tourist board of the United Kingdom incorporated under the Development of Tourism Act 1969. Under memoranda of understanding with

12402-413: The reporter's view, this represented "a change of fortune for [a service] deemed commercially dubious by many commentators." The figure of 65,000 was reached at the beginning of 1986 – about a third were Micronet 800 subscribers. Prestel had reportedly traded at a profit from the previous October onwards. Commenting in September 1986 on what it referred to as "only 70,000 users ... growing at

12519-465: The travel-oriented nationalised industries; new companies, such as Fintel; and the Consumers' Association . Overall, popular topics included games, quizzes, jokes, and horoscopes; the Stock Market , company information, and business news; travel and holiday information; national news, sports, and "What's On" locally; cars; and consumer advice. This was reflected in advertisements for Prestel. Writing in

12636-476: 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

12753-453: The user directly to the subject (or subject index) specified. A topic index, updated daily, was published on page 199, and an IP index on page 198. A printed A‍–‍Z directory of the topics available on Prestel, with the appropriate page number to key, was sent to new users. From 1987, the topic names could also be used as keywords. Every two months, users were sent a magazine, Connexions , that included an updated directory, and

12870-590: The viewdata concept. The first public demonstration of viewdata took place in London in 1975 during Eurocomp, the European Computing Conference on Communications Networks, where Fedida presented a paper on the technology and the potential appeal, as the Post Office saw it, of a public interactive information service. Further demonstrations followed, and based on the favourable reactions of TV manufacturers and potential providers of information and services,

12987-529: The visitor economy of England . It was formed out of a merger between the British Tourist Authority and the English Tourism Council , and is a non-departmental public body responsible to the Department for Culture, Media and Sport . In April 2009, VisitEngland became more of a stand-alone body from VisitBritain, more on a par with the devolved entities, VisitScotland and VisitWales . In 2005, it

13104-400: 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

13221-399: The winter 1980/81 issue of British Telecom Journal , Prestel's public relations manager stated there were over 7,500 sets attached to the system, 170,000 frames in use, and more than 400 IPs and sub-IPs. By the end of 1981, according to Butler Cox, a management consultancy , Prestel had 2,000 residential and 11,000 business users, with 14,000 "terminals" [ sic ] in use. The service

13338-417: 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

13455-526: Was frame "a". Neither pages nor frames could scroll. Each frame had 24 lines of 40 characters each, like the display format used by the Ceefax and ORACLE teletext services. The top line showed the name of the Information Provider (IP), the page number, and the price. The bottom line was reserved for system messages, leaving 22 lines available for the IP to present information to the user. An IP rented

13572-435: 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

13689-514: Was within local call reach of 62% of phone subscribers in Britain. IPs numbered 153, with 593 sub-IPs. Users accessed 190,000 frames per day, and the average time on the system, for each user per day, was 9 minutes. There were 193,000 frames available, including 2,000 response frames. § Response frames March 1982 saw the launch of the Prestel Gateway service. This enabled users to connect, via

#163836