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96-465: Statesman is an automotive marque created in 1971 by the Australian General Motors subsidiary, Holden . Statesman vehicles were sold through Holden dealerships, and were initially based on the mainstream Holden HQ station wagon platform, thereby providing more interior room and generally more luxurious features than their Holden-branded sedan siblings. Production ceased with the last of

192-439: 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

288-469: 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

384-604: A bench front seat was available and brocade trim options included white, unique to the Statesman. New exterior and interior colours, plus colour matched headliners, were introduced in mid-1973 and, a few months later, separate front seats and T-bar floor shift became a factory option though initially the floor console was black, not colour matched to the rest of the interior. While Statesman was its own marque in Australia, in New Zealand it

480-636: 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

576-400: 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

672-403: 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

768-463: 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

864-478: 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

960-508: 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

1056-412: 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

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1152-417: 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

1248-1021: 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

1344-472: 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

1440-462: 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

1536-493: 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

1632-507: 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

1728-399: 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

1824-641: A rival for Ford Australia 's successful Fairlane which had debuted in Australian-designed form as the ZA series in March 1967. The Fairlane had created a new and exclusive category of Australian-made prestige cars . It was derived from the Falcon , with an extended wheelbase and unique front-end and rear-end styling to differentiate the car's appearance. At the time, this category of vehicle proved to be very profitable, in that

1920-476: A significant engineering upgrade, along with the rest of the Holden range, involving the adoption of Radial Tuned Suspension, giving the Statesman better handling. 4-wheel disc brakes were now fitted to all Statesman models. The previous Director of Holden Engineering, George Roberts had insisted that the Statesman have a high standard of ride comfort (at the expense of ultimate roadholding). (Roberts previously had been

2016-414: 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

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2112-407: 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

2208-600: A unique frontal treatment. The styling changes were undertaken in General Motors ' Port Elizabeth studios in South Africa and the model was locally produced. The Constantia was offered with a 4.1 litre six and a 5.0 litre V8. 843 were sold in 1969 followed by 750 in 1970 and 800 in 1971. The AQ series Constantia was introduced in 1972 and was based on another Australian design, the Statesman HQ . Again, frontal styling

2304-509: 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

2400-413: 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

2496-420: 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

2592-403: 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

2688-469: 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

2784-410: 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

2880-421: 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

2976-442: 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

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3072-406: 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

3168-564: 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

3264-685: The Isuzu Statesman De Ville . Isuzu sold 246 De Villes between late 1973 and 1976. Unique to the Japanese model were fender-mounted mirrors, an "Isuzu by GMH" badge at the rear, and Holden Kingswood hubcaps. HQ Holden models were locally assembled in Thailand from knock-down kits and sold as the Monaro LS (Kingswood) and Chevrolet De Ville (Statesman.) Holden updated the range in October 1974 to create

3360-761: 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

3456-713: The Statesman HJ , retaining the Statesman de Ville whilst creating a new flagship in the Statesman Caprice, replete with standard luxury features such as air-conditioning and leather seating. Statesman Custom was discontinued with the HJ series and engine availability was restricted to the 308-cubic-inch (5.0 L) V8 engine. Statesman Caprice was the most luxurious car offered by General Motors in Australia at that point, with air conditioning, leather seats, electric locking, power windows, and no fewer than 13 interior lamps all featuring on

3552-478: 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

3648-474: 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

3744-478: 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

3840-400: 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,

3936-510: 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),

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4032-408: The 308 V8 engine as standard equipment, with the 350 V8 an option. Compared to the broad range of Holden sedans, the Statesman sedans featured a wheelbase extended by 3 inches (76 mm), totalling 114 inches (2,900 mm), in common with Holden's range of station wagons. The extra length was incorporated behind the rear doors to allow for additional rear seat legroom. The Statesman was intended as

4128-606: 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

4224-721: The Chief Engineer of the GM Cadillac Division). Prior to HZ, the Statesman's Cadillac style of ride was not to everyone's taste. The Statesman de Ville and Caprice were supplemented in 1979 by an intermediate model – the SL/E, which was launched with a different "eggcrate" grille . The final series to be marketed under the Statesman marque was the Statesman WB . Released in May 1980, the WB series

4320-570: The Corvette and was priced 33 percent higher than a comparable Constantia V8. The de Ville received praise for being considerably more nimble, lighter, more compact and better handling than the American models it replaced without any loss in accommodation. Power for the 350 V8 was claimed at 205.2 and 174.2 kW (279.0 and 236.8 PS; 275.2 and 233.6 hp), SAE and net figures respectively. From 1973 to 1976, HQ models were exported to Japan as

4416-720: The Holden Caprice and Holden Caprice V. From the 2016 model year, the Caprice was discontinued leaving the Caprice V as the last remaining Australian build long-wheelbase sedan. The Caprice V was discontinued in October 2017 as Holden closed down its Australian manufacturing operations. The original Statesman HQ long- wheelbase sedans were released on 22 July 1971 as a replacement for the HG series Holden Brougham , although drawings exist of an HQ Brougham, albeit in short-wheelbase guise. Statesman sedans were initially offered in two specifications,

4512-524: 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

4608-577: The Statesman WB, a range of Holden WB passenger vehicles were prototyped along the lines of pre-existing HZ series vehicles, but only the commercial models ( ute , panel van and cab-chassis "One Tonner") actually went into production from 1980 through 1985. Marque The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding

4704-645: The WB series cars in January 1985. GM Holden reintroduced the range in 1990 with two long-wheelbase sedans; however, the cars were no longer marketed as Statesman by brand name, but instead as the Holden Statesman and the Holden Caprice . In September 2010 with the "Series II" updating of the WM series, use of the long-serving Statesman name was discontinued. From 2011 to 2015 Holden's long wheelbase contenders were branded as

4800-476: 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

4896-515: 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

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4992-427: 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

5088-401: 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

5184-412: 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,

5280-413: 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

5376-425: 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

5472-400: 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

5568-509: 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,

5664-455: 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

5760-501: 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

5856-516: 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

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5952-800: The exception of the HJ Monaro, the entire HJ Series were built by General Motors New Zealand at the Trentham plant in Wellington. The Monaro was fully imported. Again the HJ Statesman was marketed as Holden Statesman . HJ Statesman de Ville and the HJ Statesman Caprices were sold in South Africa as the AJ series Chevrolet Constantia sedan and the Chevrolet Caprice Classic , respectively. The AJ series

6048-609: The existing base HZ model. Production comprised 5,450 De Villes and 3,055 Caprices. WB Series II models were released in September 1983 with fundamentally cosmetic changes, except for the introduction of a front bench seat (six-passenger) option for De Ville buyers. In 1985 Holden announced that it intended to vacate the big-car market to concentrate on production of luxury versions of the Holden Commodore . Series II production comprised 4,269 De Villes and 1,153 Caprices. In addition to

6144-414: 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,

6240-426: 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

6336-642: 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

6432-643: The grille, badging and no decorative inserts in the rear bumper. Both the Chevrolet 350 and Statesman were sold alongside each other at Holden dealerships. Statesman HQ models were marketed in South Africa as the AQ Chevrolet Constantia and the Chevrolet de Ville The Constantia was fitted with a locally assembled five-litre V8 or 4.1-litre inline-six and was considered locally built. The Chevrolet de Ville, however, used an imported 5.7-litre V8 as fitted to

6528-436: 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

6624-430: 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

6720-419: 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

6816-460: The luxury Statesman de Ville and the basic Statesman Custom. Engine availability for the Custom ranged from a 202- cubic-inch (3.3 L) Red six-cylinder, a 253-cubic-inch (4.1 L) V8 (for marketing purposes, the metric designation given to the 253 V8 was 4.2 L), a 308-cubic-inch (5.0 L) V8 and a 350-cubic-inch (5.7 L) Chevrolet small-block V8. All Statesman de Ville sedans featured

6912-473: 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

7008-540: 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

7104-400: 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

7200-433: 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

7296-579: 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

7392-549: 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

7488-657: 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

7584-407: 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 the modern era, the concept of branding has expanded to include deployment by a manager of

7680-473: 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

7776-513: 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

7872-570: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Chevrolet Constantia The Chevrolet Constantia is an automobile which was marketed by Chevrolet in South Africa from 1969 to 1978. The first series Chevrolet Constantia went on sale in May 1969, along with the lower priced Kommando . It was based on the Australian Holden Brougham four-door sedan, but featured

7968-501: The sale price was significantly higher than the base car from which the prestige model was derived, and the additional costs of production were only moderate. GM-H went to some length to set the new luxury Statesman marque apart from the Holden equivalent in their sales literature. for the new models, totally avoiding the presence of the name "Holden", even to the extent of using the term "General Motors" in lieu of "General Motors-Holden". Advertisements in newspapers among other media followed

8064-465: The same format. General Motors New Zealand assembled the HQ Statesman until 1975, launching it a few months after Belmont and Kingswood assembly began at the Trentham plant, near Upper Hutt in September 1971. Initial build was a single model with 308V8, column shift Trimatic, white headliner, black vinyl roof and electric windows. The only factory options were metallic paint and vinyl roof delete. Only

8160-569: The standard equipment list. The Caprice was visually distinctive with a specific radiator grille, Cadillac -style front bumper overriders, lavish fluted hubcaps, whitewall tyres, and a bonnet ornament borrowed from the Chevrolet Caprice . Once again, the Caprice was Holden's response to a new Ford car. In 1973, Ford upped the ante in the Australian prestige car stakes when they unveiled the LTD . This

8256-476: 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

8352-400: 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

8448-417: 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

8544-472: Was a Fairlane which had the wheelbase extended again – to 121 inches (3,100 mm) – making it the only Australian car which fitted into the US full-size category. The LTD was a significant success for Ford, both in terms of sales and profits, as well as making a statement regarding their prowess as a manufacturer. From March 1976, late in the HJ series, an electromechanical rear drum anti-lock braking system (ABS)

8640-411: Was different from the Australian model, this time featuring a unique grille based on the 1970 Chevrolet Malibu. The restyling work was a joint effort undertaken in Australia. The AQ Series Constantia was offered with a 4.1-litre six and a 5.0-litre V8. Wheel covers came from the 1971-72 North American Chevelle Malibu. The revised AJ series Constantia was marketed in South Africa from 1975 to 1978. It

8736-534: Was made available on the Caprice. This system, a Delco-Moraine unit, carried over to the subsequent Statesman HX models, but after the introduction of rear disc brakes on the Statesman HZ series, ABS was not seen on another Statesman or Holden model until the Holden Calibra coupe and Holden VQ Caprice in 1991. This new ABS system was the electronic Bosch patent system operating on all four-wheel discs . With

8832-530: Was marketed from 1975 to 1978. It was offered as a four-door sedan and as a five-door wagon. Engine options were a 4.1-litre six and a 5.0-litre V8. The Statesman HX de Ville and Caprice models were released in July 1976. A more formal grille was adopted and emissions' regulations saw a retuned 5.0-litre V8. In November 1977, Holden introduced the Statesman HZ , which involved a minor cosmetic facelift. However, it had

8928-542: Was offered in Statesman De Ville and Statesman Caprice models. As with previous Statesmans, the Holden name was not used in the badging or the official sales literature. The WB had a six-light body, with a longer, squared-off roofline. The design was by Chief Stylist, Leo Pruneau. The styling of the WB Statesman was a compromise between achieving a fresh appearance and minimising the cost of redesign, by using panels from

9024-435: 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

9120-454: Was the model name, marketed as Holden Statesman . The Statesman was also exported to New Zealand with a different grille as the Chevrolet 350 . This was in reality an Australian Statesman with the bigger American Chevrolet 350-cubic-inch V8 and badged as a "Chevrolet." Australian-assembled Chevrolet 350s supplemented the locally built cars albeit in low volume. These always had colour matched interiors and had minor styling differences such as

9216-444: 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 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,

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