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165-481: Schuco is a German brand and former manufacturing company founded in 1912 by Heinrich Müller and the businessman Heinrich Schreyer in Nuremberg , popularly known as Germany's toy capital. The company's specialty was making toy reproductions of cars and trucks in tin , plastic and die-cast . The company went bankrupt in 1976 but was reorganized in 1993 and then totally independent again by 1996 before its acquisition by

330-468: A company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there is often little to differentiate between several types of products in

495-439: 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

660-469: 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

825-475: A 1912 Rolls-Royce Silver Ghost coloured silver (9041) was added to the range, which was updated in 1970 to feature American TV stars The Hardy Boys , discussed later in this article. A Ford Model T van in Lyons Tea livery (9014) appeared in the 1967 Corgi catalogue but was never released. The Corgi Classics range was discontinued in 1969, although the name was later revived for a range of adult collectable models in

990-523: A Volkswagen 1200 Beetle was issued in East African Safari finish (256). This model featured an opening boot and engine cover and steerable front wheels operated by a spare tyre on the roof of the car. Three years later, in July 1969, Corgi issued the winning Hillman Hunter from the 1968 London to Sydney Marathon (302), complete with Take-Off Wheels, roof mounted tool box and a plastic kangaroo guard across

1155-636: 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

1320-400: 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

1485-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1650-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

1815-478: 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

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1980-508: 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

2145-442: A broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish

2310-412: 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

2475-417: 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

2640-536: A clown and a ringmaster, together with various Big Top accessories. Another circus themed release was the Berliet tractor unit which had been adapted to become a human cannonball launcher complete with die-cast cannon attached to the rear and a human cannonball figure that could be fired from the cannon by means of depressing a button. Throughout the company's history, Corgi Toys have been closely associated with modelling Grand Prix and Formula 1 racing cars. The first issued

2805-1021: 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

2970-472: 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

3135-414: A distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to

3300-462: 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

3465-446: A higher price point than Lesney's Matchbox 'Models of Yesteryear', they met with mixed success. Initial releases were a 1927 Bentley finished in green (9001) or red (9002), an open 1915 Ford Model T coloured black (9011) and yellow (9012), and a version finished in blue with the hood raised (9013), a 1910 Daimler 38 finished in red (9021) and a 1911 Renault 12/16 finished in lavender (9031) or pale yellow (9032). Two years later,

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3630-426: A key, one would wind an arm or another feature. In the 1920s Schuco introduced its famous Pick-Pick bird (over 20 million were made up until the 1960s). A wind-up mouse, a dancing mouse and trotting dog wearing a cape were other popular offerings. Before World War II there were also a number of 'gnome'-like wind-up figures and soldiers sometimes called blacksmiths – finished in creative colorful attire. In 1935 one of

3795-591: A large high-sided open top 'wooden' box as the Giraffe Transporter (503) complete with models of a mother and baby giraffe. The Land Rover , which had been adapted as a 'Vote For Corgi' campaigning vehicle as a tie-in with the 1964 UK General Election, was re-issued in September 1965 in the red and blue colours of Chipperfield's as the Chipperfield's Circus Parade Vehicle (487) with a clown and chimpanzee replacing

3960-507: 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

4125-487: A model toboggan on the roof rack along with a figure of a tobogganist and a pair of skis and poles, and a stylish 'Grenoble Olympiade 1968' decal on the bonnet. The final version introduced in 1970 was an Alpine Rescue vehicle (510), painted white with a red roof and which came complete with figures of a St Bernard dog and rescuer, and today is the rarest of the versions. The Monte Carlo Rally , held annually in January, provided

4290-629: A mould by means of a vacuum, and lasted for three years until being replaced by the crisper, more detailed injection-moulded type first seen in the Thames 'Airborne' caravan (420) in February 1962. The Corgi design team came up with the first model with an opening feature in February 1960, the Aston Martin DB4 (218) which had an opening bonnet. Steerable front wheels, jewelled headlights and rear lights and an opening boot complete with spare wheel were added on

4455-481: A number of authentic liveries. The Carrimore Car Transporter Mark IV using the recently introduced Scammell cab was also released in April 1969 and a gift set (GS48) featuring the new transporter and six cars; MGC GT (345), Mini Cooper Monte Carlo 1967 (339), Sunbeam Imp Monte Carlo 1967 (340), Mini Cooper S Magnifique (334), Morris Mini Minor (226) and The Saint 's Volvo P1800 (258) soon followed. By October 1970

4620-504: A promotional vehicle for the 1964 Winter Olympics (475), complete with a skier figure, four model skis and two model ski poles. Painted white and with a decal of the Olympic rings logo on the bonnet, this model then reverted to a 'Corgi Ski Club' version the following year. It was revamped again in November 1967 for the 1968 Winter Olympics (499), this time painted white with a blue roof, and with

4785-467: A rally lamp on the roof, and was finished in the BMC team colours of red with a white roof with authentic Monte Carlo Rally transfers. Three Monte Carlo Rally cars were issued in 1965, the winning Mini Cooper S of Timo Mäkinen (321) in February, finished in the same red with a white roof, and three jewelled rally lamps, and in April a Rover 2000 (322) in maroon with a white roof with two jewelled rally lamps in

4950-417: A range of smaller scale vehicles called Husky Toys . These retailed at a lower retail price and were available exclusively through F.W.Woolworth & Co, and were designed to venture into the market dominated for many years by Lesney's Matchbox range. In 1964 Corgi diversified into the adult collector market and released a range of highly detailed models of vintage cars called ' Corgi Classics '. Marketed at

5115-399: 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

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5280-407: A result, the 'Schuco' brand was integrated into the joint model car group. Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of

5445-479: A rich source of model cars between 1964 and 1967. By following the event closely, Corgi Toys were able to issue a model of the winning car shortly after the end of the rally Often there was not even enough time to produce a unique box for the new model, which had to make do with a hastily produced sticker applied to a standard issue box for a similar model. The 1964 winner, Paddy Hopkirk 's Mini Cooper S (317) released in February 1964, featured jewelled headlights and

5610-430: A significantly higher purchase price, and were phased out in 1960 with Ford Thunderbird (214M) the last of the line. One particular problem that was not anticipated was that it was possible to lubricate the "motor" using oil through a hole in the base, but the oil tended to splatter around inside and cloud up the windows. The rigid die-case bases which were are originally limited to the "M" versions were retained and became

5775-474: A small steering wheel attached to the car with a wire. Schuco 'Studio' cars had a starting crank, removable wheels, varied gearing and rack and pinion steering. Cars came with miniature tool kits. Probably because the Schuco name ended in "o", this started a tradition of naming vehicle lines and sets with a somewhat male, Italian-sounding "o" at the end. Thus, Studi o , Piccol o , and Variant o . One notable Studio car

5940-598: A spring, to reveal a roll cage and driver within and a detailed V8 engine. The next release was a figment of the Corgi design team's imagination. The "Organ Grinder" Mustang Funny Car (166), which was issued in October 1971, was purely an update of the Ford Mustang (320) first seen in 1965, complete with huge rear wheels and headers resembling organ pipes fitted to the V8 engine. In December 1971

6105-511: A time this labeling was removed. Some Schuco model castings then appeared as Gamas; some went to France and became Norevs, and some went to Brazil and were sold by Rei. In 1993 Gama-Schuco combined with Trix , a maker of small ('N') scale trains, and a company previously associated with Märklin . In 1996, Schuco became independent again and saw a revival, producing a wide variety of collectible models, with many newly designed castings, but many being exact replicas of earlier lines. In 1999, Schuco

6270-414: 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

6435-407: 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

6600-509: 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

6765-413: 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

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6930-420: 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

7095-403: 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

7260-433: Is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of

7425-469: 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

7590-410: 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

7755-442: 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

7920-406: 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

8085-564: 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

8250-542: The Bentley Continental Sports Saloon (224) in April 1961, and by October 1963 with the release of the Ghia L6.4 (241) new levels of authenticity were reached. This model featured a number of 'firsts' with not only an opening bonnet, but also opening doors and boot, and a detailed interior with a rear view mirror, folding front seats, and even a model corgi dog sitting on the rear parcel shelf. At introduction,

8415-659: The Can-Am race series was issued with L&M cigarette sponsorship. In the early 1970s Corgi Toys issued a range of dragsters in response not only to the increased interest in this form of motorsport in the UK, focused on the Santa Pod Raceway in Northamptonshire, but also the attention brought to these vehicles by Mattel 's Hot Wheels . The first to be released was the 'Quartermaster' Dragster (162) in April 1971, closely followed by

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8580-607: The Chevrolet Impala first issued in 1960) and included model poodles and trainer. There were no further circus related releases until the Jean Richard Circus Set (GS48) which was issued in November 1978. This large set included models of the new 1/36 scale Land Rover Estate and Chevrolet Van which had been updated to become a parade vehicle and mobile booking office respectively. Also included were an animal cage trailer and models of horses and an elephant and figures of

8745-761: 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

8910-521: The Simba Dickie Group in 1999. Some of the products currently commercialised by Schuco include die-cast scale model cars , aircraft , ships , and commercial vehicles. Originally named Spielzeugfirma Schreyer & Co, the company changed its name to the more succinct Schuco in 1921 (likely a derivation of Sch reyer u nd Co mpany. At its beginnings, the company made unique clockwork tin toys. Some of these were clever in that, instead of using

9075-474: 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

9240-478: 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

9405-400: 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,

9570-521: The 'Commuter' Dragster (161) in June. Both were models of real vehicles, and were of the 'rail' dragster variety. The first 'Funny Car' dragster was the Santa Pod "Gloworm" Dragster (163) issued in July 1971, and which was based on the existing Ford Capri 3-Litre casting. Modifications allowed the body to be hinged from the rear, and by pressing a button secreted in the front bumper the entire body rose, by means of

9735-515: The 'Express Services' truck. The American LaFrance Aerial Rescue Truck (1143) was added to the Major range in October 1968 and was a highly detailed model of a tiller/ladder truck (or hook and ladder) from the United States of America. It featured an extendable ladder on a rotating base complete with plastic ladder extensions and model firemen and has recently been re-issued by the modern Corgi company in

9900-519: The 1960s, and was issued in October 1960. It was based on a large International truck fitted with a metal crane, hook and pulley, and painted in the traditional Chipperfield's Circus livery of red and blue, as were all the models in the range. It was followed by the Circus Animal Cage Trailer (1123) in January 1961 which featured two two-part opening doors revealing a large cage with metal bars. These two models were later packaged together as

10065-690: The 1980s. Following the success of the Dinky Supertoys range of die-cast trucks, Corgi decided to launch a range of heavy commercial vehicles in October 1957 with the release of the Carrimore Car Transporter (1101) featuring a Bedford S-Type tractor unit with full glazing in keeping with the rest of the Corgi range, and the company's first gift set including the Carrimore Car Transporter and four cars (GS1); Austin Cambridge (201), Jaguar 2.4 (208), Austin-Healey (300) and MGA (302) in time for

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10230-510: 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),

10395-473: The 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation

10560-606: 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

10725-595: The Carrimore Car Transporter Mark V (1146) had grown to three decks and Gift Set 20 again featured the transporter complete with six cars now fitted with Whizzwheels; Lancia Fulvia Zagato (372), Marcos 3 Litre (377), MGC GT (378), Ford Capri 3 Litre (311), The Saint's Volvo P1800 (201) and Pontiac Firebird (343). The colour schemes applied to some cars in the Car Transporter Gift Sets were unique to models included in these sets, such as

10890-670: The Chipperfield's Circus Set (GS12). An updated version of the Karrier Bantam Mobile Butcher Shop was introduced in January 1962 as the Circus Booking Office (426). The window insert of the original depicting joints of meat was replaced with a new one with circus advertising posters. In April 1962 the existing Land Rover 109 model was issued along with a trailer carrying a large cage and a model elephant as Chipperfield's Circus Land Rover and Elephant Cage on Trailer (GS19). The Chipperfield's Circus Vehicles Set (GS23)

11055-560: The Christmas market in December 1957. Early models in the new 'Corgi Major' range were issued in sturdy two piece boxes featuring the blue and yellow colour scheme that had recently been adopted across the entire Corgi range, later models in the 1960s using clear fronted packaging in line with the rest of the Corgi Toys range. The Carrimore Low Loader (1100) was the next release in April 1958 which

11220-486: The Corgi range was being exported widely, finding particular popularity in Europe, Australia, Canada, the United States of America and areas of southeast Asia such as Singapore, Malaysia and Hong Kong, and gradually more foreign vehicles were included to appeal to these new markets. Models were issued on a monthly basis and the range grew quickly to include vehicles of all types. Gradually the models became more sophisticated with

11385-463: The European continent and was first issued coupled to the fuel tanker previously seen with the earlier Mack cab, also in 'Esso' livery (1157) or "Gulf" livery (1160), and, later in February 1982, in the livery of "Guinness" (1169). The Chipperfield's Circus Crane Truck (1121) was the first of the highly successful and much sought after range of Chipperfield's Circus vehicles produced by Corgi Toys during

11550-676: The Ferrari Berlinetta (314) ( Ferrari 250 LM ) which had competed at the 1964 Le Mans 24 Hour race, and in May 1967 another successful sports racer, the Porsche Carrera 6 (330) ( Porsche 906 ), was released. In 1972 Corgi worked with the newly formed Grand Prix Association to produce a series of 1/36 scale Formula 1 racing cars. The first was the Yardley McLaren M19A (151) driven by New Zealander and 1967 World Champion Denny Hulme which

11715-508: The Ghia sold for eight shillings and sixpence, and even at this relatively high price around 1.7 million were sold before being withdrawn in 1969. By contrast, only twenty five examples of the real car were completed! Another popular model was the Jaguar Mark X (#238; 1962–1967) — over 1.1 million were sold, and hardly any other model was released in as many colours. In 1964, Mettoy introduced

11880-664: The Ison Brothers "Wild Honey" Dragster (164) was released which was a fully customised 'gasser' based on a 1930s Austin Seven saloon. The Adams Brothers "Drag-Star" (165) released in February 1972 was a four engined machine produced in conjunction with designers the Adams Brothers, and the earlier "Quartermaster" Dragster was updated in October 1972 as the John Woolfe Radio Luxembourg 208 Dragster (170). Corgi Toys introduced

12045-560: The MGC GT (345) finished in orange, and today are particularly collectable. The Scammell Handyman Ferrymasters Truck (1147) issued in December 1969, proved to be the last new application for the Scammell cab and was finished in the authentic yellow and white livery of the Ferrymasters haulage company. The Major range continued into the 1970s but along with the Corgi Toys range suffered somewhat from

12210-528: The Major range had entered a new era, and it continued to sell well until 1972. The new Ford cab was used again in April 1966 with a new version of the Carrimore Car Transporter (1138) which had been re-designed to carry up to six Corgi cars, and which also featured in Gift Set 41 along with six cars; Ford Cortina Estate (440), Rover 2000 (252), Hillman Imp (251), Mini Cooper De-Luxe (249), Austin Seven (225) and Mini Cooper Monte Carlo 1966 (321). This gift set

12375-524: 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

12540-508: The Piccolo series in 1958, became commonplace for models in the early 1970s. Model types were varied and continued to include remote control and wind-up toys. Toy scales were always widely varied starting with HO (1:87) up to a foot long or larger (about 1:12). Post-war cars during the 1950s mimicked real cars but were most often generic – some Schucos looked like Kaiser-Frazers, BMW 328s, Buick sedans, or Porsches, but these names were never used for

12705-739: The Priestman Cub Shovel now converted to become a crane in October 1972 as the Mack Priestman Crane Truck (1154). A new Berliet cab was introduced in May 1974 as the Crane Fruehauf Discharge Dumper (1102), a large articulated aggregate carrier for use on construction sites, and the new cab was also used as the Berliet Wrecker Truck (1144) in March 1975 updating the aforementioned Holmes Wrecker, which had been in

12870-480: The Scammell tractor unit but modified using the Holmes Wrecker platform with a large crane mounted on a pivoting base to the rear, and included another of the clear plastic animal cages with a model rhinoceros inside. The final model in the Chipperfield's Circus range was released in January 1970. The Chipperfield's Performing Poodles Pick Up (511) was an update of the earlier Kennel Club Wagon (itself an adaptation of

13035-573: The UK in July 1956 and were manufactured in Swansea , Wales , for 27 years before the company went into liquidation. A management buy-out re-formed the company as Corgi Toys Limited in March 1984. In 1989, the management sold the Corgi brand to Mattel and the factory was retained under the name of "Microlink Industries Ltd". In 1995, Corgi regained its independence as a new company, Corgi Classics Limited , and moved to new premises in Leicester. The Corgi brand

13200-473: The VW transporter van. With a windup key, the 1:45 scale Micro Racer cars would zip around, yet could also be pushed forward or backward without harming the wind-up mechanism. The "micro" name came from the "micro" – threaded steering which could be precisely adjusted. 'Old Timers' had specialized clock-work motors. When wound up and in neutral, the cars would shake and vibrate. Shift the car into gear and off they roll –

13365-555: The addition of such features as 'Glidamatic' spring suspension and a detailed interior on the Renault Floride (222) in October 1959, and the fibre-optic style 'Trans-o-Lite' illuminating lights system first seen on the Superior Air-Ground Ambulance Service on Cadillac Chassis (437) in October 1962. The early type of interior which was known as 'vac-formed', was produced by stretching a thin sheet of acetate over

13530-476: 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

13695-515: 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

13860-427: 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

14025-401: 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

14190-412: 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,

14355-413: 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

14520-425: 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

14685-400: 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

14850-509: 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,

15015-455: 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

15180-594: The branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

15345-551: The classic BMW 2000 sedan has a multi-colored interior, very tiny logo decals on the centers of the wheels, and more realistic clear plastic lights. One author wrote that the Schuco 2000's appearance was crisp because there were no opening features – which often causes the mismatching of body panels. The company also became involved, in the early 2000s, in the production of promotional models for GM (Opel and Vauxhall) in 1:43 scale. These were done in authentic GM colors and interior styles with authentic dark flat gray window trim. Changes in

15510-666: The colorful Schuco-style boxes. Edward Force writes that about the time of the Gama purchase, Schuco dies were sold off to many other companies in different countries. Some even appeared with "Made in Russia" on their bases. The MIR Toy factory in Mir, Bulgaria (later to become Mikro'67 ), reproduced at least 16 different Schuco vehicles through the 1990s, in several colors. Sometimes they were packaged with "Made in Germany" still marked on their bases – but after

15675-403: The constraints on development budgets that the company was forced to make. The Mercedes-Benz Unimog and snowplough (1150) was released in February 1971 and another American cab unit was introduced in October 1971. The new Mack was coupled with a fuel tanker in the livery of "Esso" (1152) in October 1971 and a Transcontinental trailer (1100) in November 1971, and fitted with an updated version of

15840-501: 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

16005-548: The data required to produce a very accurate model. April 1959 saw the release of the Bedford Fuel Tanker in the red livery of 'Mobilgas' (1110) and this model was revamped in pale blue and white as the Bedford Milk Tanker (1129) in May 1962, and both were later re-issued with a more modern Bedford TK cab. The Midland Red Motor Express Coach (1120), issued in March 1960, was a model of the latest high speed coach for

16170-460: The direction chosen by how the steering wheel was turned. Examples of cars in this series were a Ford Model T, a Mercedes Simplex, or a Mercer 35J. In addition, remote, drive-by-wire "telesteering" was seen on earlier, larger scale cars. Larger cars made during the 1970s were equally impressive and usually focused on German products. The 1:12 scale BMW 3.0 CSL Coupe in racing colors had switches to turn on and off head, tail and hazard lamps. A lever on

16335-642: The driver from side to side, and a high level rear wing in the style of real Formula 1 cars of the time. They were re-coloured orange in the case of the Lotus-Climax (158) and yellow in the case of the Cooper-Maserati (159). A Lotus Racing Car set (GS37) was issued in August 1966 containing the Lotus-Climax F1 car, two Lotus Elans and a Volkswagen breakdown tow truck. Another Ferrari was issued in February 1965,

16500-497: The early 1970s and very nicely detailed with many pressed metal pieces including very authentic looking wheels and tires. They had electric motors for both forward power and steering. Models in 1:43 scale (the 1000 series) were introduced in 1960. In 1971 and 1972, a new 1:43 scale was introduced (the 600 line) and the first 1:66 Matchbox-sized 300 series appeared. The smaller cars were called "Super Schnell" (Super Fast), which after translation from German seems essentially identical to

16665-516: 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

16830-414: 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,

16995-400: The first Schuco patent motor cars was produced, starting a legacy of producing toy motor vehicles that have usually been the company's main offering. Schuco toy lines always had some special quality or gimmick to attract collectors as well as children. Around 1938, production was begun on tin cars that were made either with clockwork motors or 'telesteering' where the toy could be steered through

17160-501: The first of the many film and television tie-in models that made the company famous in March 1965, with The Saint 's Volvo P1800 (258) from the British television series The Saint starring Roger Moore . This was an update of the existing Volvo P1800 model that had been issued in 1962, now finished in white and featuring The Saint's logo on the bonnet and a model of The Saint in the drivers seat. The Corgi executives were impressed by how The Saint version sold in much larger numbers than

17325-426: 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

17490-642: 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

17655-541: The front of the car. This time the packaging included a model kangaroo and details of the event, and in February 1970 a model of the unique 4wd Ford Capri 3-Litre rally car (303) driven by Roger Clark was released. A model of the successful Datsun 240Z rally car in East African Safari Finish (394) was issued in October 1972 and in May 1973 the Datsun 240Z was also issued in "US Rally" finish (396). This, in fact,

17820-548: The grill and a Citroën DS21 (323) with four small jewelled rally lamps and finished in pale blue with a white roof complete with roof aerial. All three of these models were available in the Monte Carlo Gift Set (GS38) also issued in April 1965; a highly prized set for today's collector. Another Mini Cooper S in Monte Carlo Rally finish was issued the January of following year complete with two jewelled rally lamps in

17985-414: The grille and the signatures of the driver Timo Mäkinen and his co-driver Paul Easter printed on the roof. The model number 321 was carried over from the 1965 car. A Hillman Imp was also issued as a Monte Carlo Rally car (328), finished in blue with a white flash along the sides and two jewelled rally lamps, and was driven by an all-female team of Rosemary Smith and Valerie Domleo in the 1966 event. 1967

18150-436: 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

18315-413: The larger commercial vehicles and sports cars with low-slung bodies) with friction drive motors. The Mechanical versions, as they were known, were indicated by an 'M' suffix to the model number and were produced in different colour schemes. They were issued with tougher die-cast bases to support the extra weight of the motor. Mechanical versions did not sell as well as the free-rolling versions, partly due to

18480-430: 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

18645-419: 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

18810-473: 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

18975-540: 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

19140-400: 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

19305-582: The models a greater authenticity, and they carried the advertising slogan "the ones with windows". The 1956 releases were all familiar British vehicles. Six family saloon cars; Ford Consul (200/200M), Austin A50 Cambridge (201/201M), Morris Cowley (202/202M), Vauxhall Velox (203/203M), Rover 90 (204/204M), Riley Pathfinder (205/205M) and Hillman Husky (206/206M), and two sports cars; Austin-Healey 100 (300) and Triumph TR2 (301). Initially, models were issued both in free-rolling form, and (except

19470-433: 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

19635-579: 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

19800-552: The motorway age fitted with a turbo-charged engine and capable of 100 mph, and a model of the pioneering SR.N1 hovercraft (1119) was released in June 1960. In November 1962 the new Bedford TK cab unit was also fitted to the existing Carrimore Car Transporter (1105) and was also included in a new Car Transporter Gift Set (GS28) in December 1963 along with four cars; Ford Consul Classic (234), Mercedes-Benz 220 SE (230), Renault Floride (222) and Fiat 2100 (232). The Ecurie Ecosse Racing Transporter (1126) issued in October 1961

19965-549: 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

20130-406: The owner's own design. Different plastic pieces could be linked with the wire track to create intersections and overpasses. The Varianto system was sold for fifteen years and was immensely popular as a much cheaper alternative to electric train sets, having similar features and limited in layout only by the owner's imagination. Edward Force wrote that Schuco's first consistent foray into diecast toys

20295-413: The parent company caused the name to change to Dickie Spielzeug GmbH. Under Dickie, the quality of the models is superior to the average toy model vehicles, therefore unit prices are higher as well. In 2023, Schuco became a part of Minimax Import & Export Co. Ltd., a French model car manufacturer which has famous brands such as Spark and Bizarre, which stake had been acquired by Simba Dickie in 2021. As

20460-475: The political canvassers of the original, and a 'The Circus is Here' banner across the bonnet. The Chipperfield's Circus Menagerie Transporter (1139) which was released in October 1968 featured a new Scammell Handyman cab and a flatbed articulated trailer which carried a load of three clear plastic boxes designed to represent cages, each containing models of lions, bears and tigers. The Chipperfield's Circus Crane and Cage (1144), issued in April 1969, again featured

20625-473: 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

20790-513: 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

20955-531: The product line was given the name "Castoys." These were the direct ancestors of Corgi Toys. The name 'Corgi Toys' was chosen by Philip Ullmann in honour of the company's new home, taken from the Welsh breed of dog, the Corgi , and the iconic Corgi dog logo branded the new range. The name was short and easy to remember, further aligning the range with their rival Dinky Toys. Corgi Toys also included plastic glazing, which lent

21120-595: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Corgi Toys Corgi Toys ( trademark ) is the brand name of a range of die-cast toy vehicles created by Mettoy and currently owned by Hornby , after it acquired the Corgi Classics Limited Company in 2008. The Mettoy ("Metal Toy") company was founded in 1933 by German émigré Philip Ullmann in Northampton , England, where he

21285-496: The range since 1967. The Pathfinder Airport Crash Truck (1103) released in September 1974 had won the Design Council Engineering Award for its manufacturer Chubb, and the Corgi miniature included an internal water tank allowing water to be squirted through die-cast water cannons by pumping a rubber bulb. Another new cab was introduced in April 1976: The Ford Transcontinental was designed for long range treks across

21450-465: The real car in order to produce their scale model, even receiving paint samples to enable them to create an exact colour match. However, a lighter blue was chosen for the model eventually. An example of the model was presented to Donald Campbell by young members of the Corgi Club. Models following themes were released over the years. In January 1964, Corgi updated the existing Citroën DS Safari to become

21615-510: The regular version, despite the fact that on the TV there was no Saint's logo on the car. With the second in the range of film and TV related models Corgi revolutionised the British toy car industry. The most famous and best selling (to date) toy car of all, James Bond 's Aston Martin DB5 (261) from the film Goldfinger , was issued in October 1965. Despite the fact that the casting of the new James Bond car

21780-540: The rights to Schuco in the mid 1980s, and, for a time, new Gama Toys were 1:43 scale Schucos put directly into Gama boxes – with no name change on the base of the vehicle. Whether these were newly cast cars with no change in lettering, or leftover stock is uncertain. In the U.S. during the 1980s, Schuco toys were marketed by the Lilliput Motor Company of Yerington, Nevada, with the Lilliput name appearing prominently on

21945-426: The roof, it would start or stop on command. Toy production was halted during the devastation of World War II. In the late 1940s, Schuco again began tin toy assembly – this time focusing a bit more on the broader European and international market. Tin toys were larger scale – in the neighborhood of 1:24 to 1:18. During the 1950s there was a shift to plastic (especially for larger scales) and diecast metal, introduced in

22110-449: The scaling down of local coal mining operations. Prior to the introduction of Corgi Toys, Mettoy mainly produced tin plate toys. However, in the early 1950s, they began producing a few products in cast metal. The first was a large scale wind-up racer made with a cast aluminium body and tin plate wheels. The body material was soon changed to die cast zinc and it was refitted with cast wheels and moulded rubber tyres. Other models followed and

22275-527: The standard for Corgi toys. British cars dominated the releases at the beginning, reflecting the company's concentration on the home market, but by 1957 new markets were being explored and the first European car to be modelled was the Citroën DS19 (210) issued in December of that year. The first American car, the Studebaker Golden Hawk (211/211M), was released in February 1958 and by the early 1960s

22440-566: The steering column operated the turn signals. The instrument panel was illuminated. The model had working steering. A 1:16 scale Porsche 911 was cleverly equipped with an electric horn that sounded with two tones and a set of studded rally tires that could be placed on the vehicle after raising it with a functioning jack. The car, similar to the BMW, ran with a smooth electric motor forward and reverse and also had working steering. Schuco's 1:16 scale Formula 2 Brabham Ford BT33 and Formula 2 Ferrari were made in

22605-575: The toys until the Mercedes Elektro Phanomenal was introduced in 1955. By the mid-1960s, most cars were given specific brand names of actual automobiles. The Schuco Varianto wire-track system was introduced in 1951. The company's advertisements stated, "The automatic traffic game featuring a new kind of wire track never seen before." The clockwork or battery-operated cars had a guide wheel on the underside that set within coiled wire tracks. The tracks could be arranged in various configurations of

22770-476: 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

22935-400: 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

23100-589: The whole Corgi range would be replaced by vehicles in 1/36 scale. 1973 saw the release of Jacky Ickx 's Ferrari 312 B2 (152) and the John Player Special Lotus 72 (154) of World Champion (1972 and 1974) Emerson Fittipaldi or Ronnie Peterson , and in 1974 the Shadow F1 car was issued in both UOP livery (155) as driven by Jackie Oliver, and as Graham Hill 's Embassy Shadow (156). Scottish multiple World Champion Jackie Stewart 's Elf Tyrrell F1 car (158)

23265-486: The wording used by Matchbox. As seen, other diecast and remote control vehicles were sometimes much larger. Schuco's diecast 1:43 scale line in the 1970s was extremely precise in detail with near perfect proportion to the real cars. Usually all features opened. Paint application seemed more refined and not as thick as with British Corgis and Dinkys . As might be expected, most models were German makes: Volkswagen, Porsche, Audi, Mercedes-Benz, and BMW. Accurate replication

23430-417: 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

23595-536: The world, this article sub-divides vehicles into genres, wherever possible, to allow a more detailed look at the variety of models produced by the company. Mettoy became established in Northampton and within six years of the company's founding, the Northampton factory had 600 employees. A production plant was built at Fforestfach in Swansea , South Wales , to manufacture the new range of Corgi Toys. This provided many new jobs in an area of high unemployment following

23760-608: Was a low loader trailer attached to the Bedford cab and was followed by the similar Machinery Carrier low loader (1104) in September 1958. In November 1958 the Euclid TC12 Bulldozer (1102) was issued. A large earth mover which was being widely used in the construction of the M1, the UK's first motorway, the Euclid factory was only two miles from Corgi headquarters which allowed easy access to all

23925-661: Was a racing car transporter custom built for the Scottish motor racing team Ecurie Ecosse, with room for three cars and an on-board workshop. The Corgi model featured operational ramps, a sliding door revealing the workshop complete with a miniature lathe, operational steering, and was finished in authentic dark blue. Racing Transporter Set (GS16) was also released in October 1961 featuring the Ecurie Ecosse transporter along with three racing cars; Vanwall (150), BRM (156) and [Lotus XI] (151). The Simon Snorkel Aerial Rescue Truck (1127)

24090-510: Was acquired by Hornby in 2008. The range was exported worldwide and sold in large numbers. Some of the best known and most popular models were of cars made famous in film and television such as the Batmobile , Chitty Chitty Bang Bang and James Bond 's Aston Martin DB5 – which remains the largest selling toy car ever produced. Although the largest single vehicle type featured in the Corgi Toys range were models of cars from manufacturers around

24255-536: Was acquired by the Simba Dickie Group and model boxes were labeled with stickers saying "Dickie Schuco" even if it was old inventory. Simba Dickie had previously absorbed Smoby which had previously purchased French Majorette which in turn had acquired Solido . Majorette and Solido were apparently spun off, but by 2009, Schuco was healthy enough to acquire Schabak . Today Schuco makes a variety of models (mainly street vehicles) in different scales. There are classic and newer lines, all accurately detailed. For example,

24420-595: Was also released along with the STP Patrick Eagle (159) driven to victory in the 1973 Indianapolis 500 by Gordon Johncock. The final two models in the series were the Hesketh 308 F1 car (190) driven by future English World Champion James Hunt issued in 1976, and the six wheeled Tyrrell Project 34 driven by Frenchman Patrick Depailler issued in Elf livery (161) in 1977 and First National City Travellers Checks livery (162) which

24585-452: Was an authentic model of John Morton's 300 bhp BRE-Datsun 240Z which won the 1970 and 1971 SCCA class C/P championships. The Ferrari 365GTB/4 Daytona as raced at the 1973 Le Mans 24 Hours race, with JCB and Corgi sponsorship (324), was released in June 1973 along with another in white/red/blue livery inspired by a 1972 Le Mans entry (323). In July 1973 the Porsche - Audi 917/10 (397) from

24750-980: Was as good as Solido and the earlier Politoys M series, and better than most Gamas or Conrads . Precision was perhaps on par with later NZG Mercedes and Porsche promotionals. Also, similar to Solido, Schuco avoided the attractive but less realistic jewels for head and tail lights. Alas, when the company comes up with near-perfect models – financial troubles arrive. Some of the popular Schuco toy lines (often ending in - o ) have been: Command Car, Magico Series, Radio Series, Patent Series, Piccolo Series, Fex 1111, Mirako Series, Telesteering cars, Examinco Series, Akustico Series, Ingenico Series, Elektro Phanomenal, Dally cars, Grand Prix Racers, Studio series, Varianto System, Old Timers, Micro Racers, Motorcycle range, Elektro Radiant Airplanes. Schuco went bankrupt in 1976. An English company Dunbee-Combex-Marx (DCM) acquired Schuco (or large parts of it), but it too went bankrupt in 1980. Eventually, rival German toymaker Gama Toys , acquired

24915-461: Was based heavily on the earlier Aston Martin DB4 model from 1960, it was the special features marked out this model. There were machine guns in the front wings which popped out at the touch of a button, a bulletproof shield which popped up to protect the rear screen when the exhaust pipes were pressed, and an ejector seat which fired through a roof panel which opened by the touch of another button. The model

25080-503: Was followed by the Brooke Bond Oxo Surtees TS9 driven by 1964 World Champion John Surtees (150), later followed by a Surtees TS9B in the livery of Italian sponsors 'Pagnossin', driven by Andrea de Adamich (153). These were the first models produced in the larger 1/36 scale instead of the familiar O scale preferred by Dinky and Corgi up to this date (varying between 1/43 to about 1/50 for larger vehicles). Within five years

25245-470: Was followed in December 1964 by the Lotus-Climax F1 car (155). Finished in an authentic British Racing Green and carrying racing number 1, it represented Jim Clark 's 1963 world championship winning Lotus 25, and in 1967 it was joined by the Cooper-Maserati F1 car (156) painted blue. The Lotus-Climax and the Cooper-Maserati were re-engineered in 1969 to include steerable front wheels operated by moving

25410-421: Was in 1958 when the 1:90 scale 'Piccolo' series was introduced. These solid metal (and heavy) cars were accurate, yet mildly cartoonish at the same time. Piccolos were solid cast metal without plastic windows nor did they have interiors. Piccolos are highly collectible today, whether the original models or the later Schuco reproductions. More than 100 different Piccolos have been produced, some in many liveries, like

25575-509: Was initially only available by mail order but was finally issued in time for Christmas in December 1967. The Holmes Wrecker Recovery Vehicle (1142) issued in May 1967 was also based on the Ford H series tractor unit, and featured twin boom die-cast recovery cranes with hooks attached to cotton lines that could be extended by winding a pair of spare wheels attached to the sides of the vehicle, and also included were two model mechanics previously seen with

25740-490: Was introduced in September 1965. The Ford H Cab and Detachable Trailer (1137) was an American truck produced by Corgi to appeal to the lucrative US market and featured a forward tilting cab revealing a highly detailed engine, realistic moveable door mirrors and die-cast metal air horns and side ladders. The large box trailer featured sliding side doors, opening rear doors and was finished in the blue and silver 'Express Services' livery. The leap in quality of this model proved that

25905-459: Was issued in September 1962 featuring all the Chipperfield's models released to date, and today this is one of the most desirable gift sets issued by the company. The Chipperfield's Circus Horse Transporter (1130) was released in October 1962 featuring the new Bedford TK tractor unit and an articulated trailer with models of circus horses, and in June 1964 the Bedford TK tractor unit was adapted with

26070-410: Was issued in September 1964. This model fire engine was based on a Bedford TK chassis and featured an extendable centre-hinged arm with rescue cradle complete with fire fighter figure holding a die-cast water cannon which could be manoeuvred by means of a rotating base and wheels and gears. The model stayed in the range until being updated with a more modern Dennis cab (1126) in June 1977. A new cab unit

26235-400: Was later joined by South African –born German Arthur Katz, who had previously worked for Ullmann at his toy company Tipp and Co of Nuremberg . After dabbling for some years in the model car market, they decided to produce a range of die-cast toy vehicles as competition to Meccano 's Dinky model cars , which had dominated the British market for many years. "Corgi Toys" were introduced in

26400-532: Was released in 1978. Two Formula 1 cars were also issued in 1/18 scale, the John Player Special Lotus 72 (190) in 1974 and the Marlboro McLaren (191) in 1975. The Proteus-Campbell Bluebird Record Car (153) was issued in September 1960 and was modelled on the vehicle with which Donald Campbell was to set a new Land Speed Record on 17 July 1964. The Corgi design team were given extensive access to

26565-485: Was released in February 1967 carrying the same red and white paintwork, but as campaigned in the 1967 RAC/Sun rally by Tony Fall and Mike Wood, along with another Rover 2000 (322) from the same event finished in white with a matt black bonnet. The final rally car was the Sunbeam Imp (340) issued in March 1967, which featured four jewelled rally lamps and was finished in blue with a white flash and front panel. In December 1965

26730-617: Was the Vanwall Grand Prix car (150) issued in July 1957. Finished in green and carrying racing number 3, it was a scale model of the car driven by Stirling Moss . This was followed in December 1958 by a BRM Grand Prix car (106) also with green paintwork, and both cars featured in the Racing Car Set (GS5) from 1958, along with the Lotus XI Le Mans racing car (151) from July 1958. The Vanwall, however, had been re-coloured red. It

26895-513: Was the Luigi Fagioli Auto Union Avus 'Streamline', built in 1937, which came in a detailed box, complete with tools. Only 1,000 were produced. Schuco 'Turn Back' cars had a metal pin sensor that made the car turn when approaching the edge of a table. Wooden pegs were actually provided with the toy so the car could be driven around them. The Schuco 'Command 2000' car was voice activated, by speaking loudly or blowing through louvres in

27060-435: 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

27225-429: Was the final year that Corgi issued Monte Carlo Rally cars, and the famous Mini Cooper S (339) appeared yet again in March, this time with four jewelled rally lamps in the grill, a sump guard and two spare wheels on a roof rack borrowed from the 'Surfing' Mini Traveller (485) from 1965. The 1967 Monte Carlo Rally Mini Cooper S stayed in the Corgi range until 1972, spanning two different castings. Another Mini Cooper S (333)

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