A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders . Brand names are sometimes distinguished from generic or store brands .
112-514: Velveeta is a brand name for a processed cheese similar to American cheese . It was invented in 1918 by Emil Frey (1867-1951) of the Monroe Cheese Company in Monroe, New York . In 1923, The Velveeta Cheese Company was incorporated as a separate company. In 1925, it advertised two varieties, Swiss and American. The firm was purchased by Kraft Foods Inc. in 1927. Unlike Kraft Singles , which
224-439: 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
336-469: 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
448-636: 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
560-400: 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
784-463: 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
896-478: 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
1008-508: 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
1120-503: A capital letter. Uncapitalized letters are not used. Brands are usually “read” top to bottom and left to right. There are regional variations in how brands are read, and deference is given to the terminology preferred by the owner of the brand. Terms used include: Combinations of symbols can be made with each symbol distinct, or: Livestock branding causes pain to the animals being branded, seen in behavioural and physiological indicators. Both hot and freeze branding produce thermal injury to
1232-412: 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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#17328730548531344-417: 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
1456-1021: 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
1568-400: A defect, and can diminish the value of hides. This industry has a number of traditional terms relating to the type of brand on a hide. "Colorado branded" (slang "Collie") refers to placement of a brand on the side of an animal, although this does not necessarily indicate the animal is from Colorado . "Butt branded" refers to a hide which has had a brand placed on the portion of the skin covering
1680-472: 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
1792-453: A few bronco branding competitions at rodeos and campdrafting days, etc. Some ranches still heat branding irons in a wood or coal fire; others use an electric branding iron or electric sources to heat a traditional iron. Gas-fired branding iron heaters are quite popular in Australia, as iron temperatures can be regulated and there is not the heat of a nearby fire. Regardless of heating method,
1904-560: A freeze brand the hair coat of the animal is first shaved very closely so that bare skin is exposed. Then the frozen iron is pressed to the animal's bare skin for a period of time that varies with both the species of animal and the color of its hair coat. Shorter times are used on dark-colored animals, as this causes follicle melanocyte death and hence permanent pigment loss to the hair when it regrows. Longer times — sometimes as little as five additional seconds — are needed for animals with white hair coats. In these cases
2016-462: 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
2128-446: A harness horse collar , is used to rope the selected calf. The calf is then pulled up to several sloping topped panels and a post constructed for the purpose in the centre of the yard. The unmounted stockmen then apply leg ropes and pull it to the ground to be branded, earmarked and castrated (if a bull) there. With the advent of portable cradles, this method of branding has been mostly phased out on stations. However, there are now quite
2240-557: A lip tattoo , to be identified at the track. Some breed associations have, at times, offered freeze branding as either a requirement for registration or simply as an optional benefit to members, and individual horse owners may choose branding as a means by which to permanently identify their animals. As of 2011, the issue of whether to mandate horses be implanted with RFID microchips under the National Animal Identification System generated considerable controversy in
2352-463: A list of brands on the animals purchased. From the Americas, many cattle branding traditions and techniques spread to Australia , where a distinct set of traditions and techniques developed. Livestock branding has been practiced in Australia since 1866, but after 1897 owners had to register their brands. These fire and paint brands could not then be duplicated legally. Free-range or open-range grazing
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#17328730548532464-442: A long hair coat the freeze brand is still visible, but its details are not always legible. Thus it is sometimes necessary to shave or closely trim the hair to obtain a sharper view of the freeze brand. Besides livestock, freeze branding can also be used on wild, hairless animals such as dolphins for purposes of tracking individuals. The brand appears as a white mark on their bare skin and can last for decades. Immediately after
2576-507: 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
2688-547: A process to make use of them. In 1918 he had his breakthrough, mixing cheese byproducts with the broken cheese bits to form a cheese blend that would become known as Velveeta. The name Velveeta was intended to connote a "velvety smooth" product. On February 14, 1923, Frey incorporated a separate Velveeta company independent from the Monroe Cheese Co. In 1926, the Monroe Cheese company closed down and one year later Velveeta
2800-399: 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
2912-477: A scar into the animal's skin, a freeze brand damages the pigment-producing hair cells, causing the animal's hair to grow back white within the branded area. This white-on-dark pattern is prized by cattle ranchers as its contrast allows some range work to be conducted with binoculars rather than individual visits to every animal. Scientists also value the technique for keeping tabs on studied wildlife without having to approach to read, for example, an ear tag. To apply
3024-414: 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
3136-407: 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
3248-509: 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
3360-413: 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
3472-420: 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
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3584-403: 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
3696-433: 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
3808-469: 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
3920-410: 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
4032-440: 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
4144-443: Is done with paint, crayons, spray markers, chalk, and much more. These can last for up to several months at a time. The sheep's identification number is painted or sprayed with an indelible but non-toxic paint designed for the purpose onto their sides or back. In stark contrast to traditional hot-iron branding, freeze branding uses an iron that has been chilled with a coolant such as dry ice or liquid nitrogen . Instead of burning
4256-433: Is less common today than in the past. However, branding still has its uses. The main purpose is in proving ownership of lost or stolen animals. Many western US states have strict laws regarding brands, including brand registration, and require brand inspections. In many cases, a brand on an animal is considered prima facie proof of ownership. (See Brand Book ) In the hides and leather industry, brands are treated as
4368-442: 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
4480-461: Is real cheese, Velveeta does not count as real cheese due to reasons detailed below. In 1888, the new owners of the Monroe Cheese Co., Adolphe Tode and Ferdinand Wolfe, hired former Neuesswanders Cheese Factory’s cheesemaker Emil Frey. While they would see success with one of Frey’s creations, Liederkranz cheese , they still ultimately fell into financial problems resulting in the foreclosure of
4592-428: Is referred to as “calling the brand“. Brands are called from left to right, top to bottom, and when one character encloses another, from outside to inside. Reading of complex brands and picture brands depends at times upon the owner's interpretation, may vary depending upon location, and it may require an expert to identify some of the more complex marks. In general, the following usage of the term "symbol" usually means
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4704-406: 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
4816-457: Is tagging with a microchip implant . The semi-permanent paint markings used to identify sheep are called a paint or color brand. In the American West , branding evolved into a complex marking system still in use today. The act of marking livestock with fire-heated marks to identify ownership has origins in ancient times, with use dating back to the ancient Egyptians around 2,700 BCE. Among
4928-564: 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
5040-540: The American West , a "branding iron" consisted of an iron rod with a simple symbol or mark, which cowboys heated in a fire. After the branding iron turned red hot, the cowboy pressed the branding iron against the hide of the cow. The unique brand meant that cattle owned by multiple ranches could then graze freely together on the open range. Cowboys could then separate the cattle at "roundup" time for driving to market . Cattle rustlers using running irons were ingenious in changing brands. The most famous brand change involved
5152-535: The FDA issued a warning letter to Kraft that Velveeta was being sold with packaging that falsely described it as a "pasteurized process cheese spread", The product listed milk protein concentrate (MPC) in its ingredients, which meant it no longer fit any of the FDA's cheese-related definitions. Velveeta is now sold in the US as a "pasteurized prepared cheese product", a term not defined by
5264-761: 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
5376-486: The ancient Romans , the symbols used for brands were sometimes chosen as part of a magic spell aimed at protecting animals from harm. In English lexicon, the word "brand", common to most Germanic languages (from which root also comes "burn", cf. German Brand "burning, fire"), originally meant anything hot or burning, such as a "firebrand", a burning stick. By the European Middle Ages , it commonly identified
5488-474: 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
5600-478: 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
5712-400: 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,
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#17328730548535824-510: 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),
5936-406: 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 a company or products from competitors, aiming to create a lasting impression in
6048-606: 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
6160-664: The FDA. Kraft Foods has marketed Velveeta as an ingredient for chile con queso and grilled cheese sandwiches . It is sold in the United States, Canada, Panama , Hong Kong , the Philippines , and South Korea . In the 1930s and 1940s, it was sold in the United Kingdom and Germany as "Velveta". In the 1980s, Velveeta used the advertising jingle, " Colby , Swiss and Cheddar , blended all together" in its US television commercials to explain its taste and texture because real cheese
6272-524: 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
6384-408: The United States. Most brands in the United States include capital letters or numerals , often combined with other symbols such as a slash, circle, half circle, cross, or bar. Brands of this type have a specialized language for "calling" the brand. Some owners prefer to use simple pictures ; these brands are called using a short description of the picture (e.g., "rising sun"). Reading a brand aloud
6496-529: The animal is restrained, size and location of the brand, and whether analgesics are applied for pain relief. A 2018 study in Sri Lanka , where hot-iron branding is illegal but still widely practiced, concluded that it impairs animal welfare and that there is no real way to improve the procedure. However, this particular study looked at four small dairy farms that used a technique where multiple applications of irons (“drawing”) created large brands extended across
6608-500: 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 a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in
6720-476: 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
6832-515: 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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#17328730548536944-486: The battlefield could be identified. The hooves of the dead horses were then removed and returned to the Horse Guards with a request for replacements. This method was used to prevent fraudulent requests for horses. Merino rams and bulls are sometimes firebranded on their horns for permanent individual identification. Some types of identification are not permanent. Temporary branding may be achieved by heat branding so that
7056-427: 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
7168-580: The birth order, then the tag is either attached to the animal’s ear or to some form of neck collar. Nose printing or use of indelible ink elsewhere on the skin and hair is used at some farms, sales and exhibitions. This method is like fingerprinting: it uses ink and cannot be modified. As hair or skin cells shed, the mark eventually fades. Microchip identification and lip or ear tattooing are generally permanent, though microchips can be removed and tattoos sometimes fade over many years. Microchips are used on many animals, and are particularly popular with horses, as
7280-401: 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
7392-412: 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,
7504-724: The brand is applied for long enough to outright kill the cells of the growth follicle, preventing them from regrowing new hair filaments and leaving the animal permanently bald in the branded area. The somewhat darker epidermis then contrasts well with a pale animal's coat. Horses are frequently freeze-branded. Neither hogs nor birds can presently be freeze branded successfully, as their hair pigment cells are better protected. Other downsides of freeze branding include its time consuming preparation, greater expense in material and time, low tolerance for sloppy application, long wait until success (sometimes as much as five months) and absence of legal grounding in some American states. When an animal grows
7616-413: 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
7728-411: The brand will begin to take on its permanent appearance. In Australia, all Arabian , Part Bred Arabians, Australian Stock Horses , Quarter Horses , Thoroughbreds , must be branded with an owner brand on the near (left) shoulder and an individual foaling drop number (in relation to the other foals) over the foaling year number on the off shoulder. In Queensland , these three brands may be placed on
7840-425: 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
7952-400: 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
8064-509: 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,
8176-455: 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
8288-421: The brand. Brand identification may be difficult on long-haired animals, and may necessitate clipping of the area to view the brand. Horses may also be branded on their hooves , but this is not a permanent mark, so needs to be redone about every six months. In the military, some brands indicated the horses' army and squadron numbers. These identification numbers were used on British army horses so dead horses on
8400-594: 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
8512-445: The cattle crush or squeeze chute (for larger cattle), which may close on either side of a standing animal, or a branding cradle, where calves are caught in a cradle which is rotated so that the animal is lying on its side. Bronco branding is an old method of catching cleanskin (unbranded) cattle on Top End cattle stations for branding in Australia. A heavy horse, usually with some draught horse bloodlines and typically fitted with
8624-456: The chip leaves no external marks. Tattooing the inside of the upper lip of horses is required for many racehorses , though in some localities, microchips are beginning to replace tattoos. Temporary branding is particularly common for sheep and goats. Ear marking or tattooing are usually used on goats under eight weeks of age because regular branding would harm them. Techniques similar to these are also used on sheep. Temporary branding on sheep
8736-501: 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
8848-516: 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
8960-414: 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,
9072-426: 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
9184-642: 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
9296-432: The freeze branding iron is removed from the skin, an indented outline of the brand will be visible. Within seconds, however, the outline will disappear and within several minutes after that, the brand outline will reappear as swollen, puffy skin. Once the swelling subsides, for a short time, the brand will be difficult or impossible to see, but in a few days, the branded skin will begin to flake, and within three to four weeks,
9408-549: The government; however, there are a few exceptions: captured Mustangs made available for adoption by the BLM are freeze branded on the neck, usually with the AABS or with numbers, for identification. Horses that test positive for equine infectious anemia , that are quarantined for life rather than euthanized , will be freeze branded for permanent identification. Race horses of any breed are usually required by state racing commissions to have
9520-414: The hair is burned, but the skin is not damaged. Because this persists only until the animal sheds its hair, it is not considered a properly applied brand. Other temporary, but for a time, persistent marking methods include tagging, and nose printing. Tagging usually uses numbering system as a way to identify animals in a herd. It does this by putting together a letter and number to represent the year born and
9632-436: 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
9744-412: The iron is only applied for the amount of time needed to remove all hair and create a permanent mark. Branding irons are applied for a longer time to cattle than to horses, due to the differing thicknesses of their skins. If a brand is applied too long, it can damage the skin too deeply, thus requiring treatment for potential infection and longer-term healing. Branding wet stock may result in the smudging of
9856-430: 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
9968-419: 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
10080-459: The making of the X I T brand into the Star-Cross brand, a star with a cross inside. Brands became so numerous that it became necessary to record them in books that the ranchers could carry in their pockets. Laws were passed requiring the registration of brands, and the inspection of cattle driven through various territories. Penalties were imposed on those who failed to obtain a bill of sale with
10192-473: 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
10304-540: 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
10416-418: 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 the 21st century, hence branding
10528-400: 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
10640-433: 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
10752-579: 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
10864-486: 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
10976-486: The near shoulder in the above order. Stock Horse and Quarter Horse classification brands are placed on the hindquarters by the classifiers. Thoroughbreds and Standardbreds in Australia and New Zealand are freeze branded. Standardbred brands are in the form of the Alpha Angle Branding System (AABS), which the United States also uses. In the United States, branding of horses is not generally mandated by
11088-473: 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
11200-433: The process of burning a mark into stock animals with thick hides, such as cattle , so as to identify ownership under animus revertendi . The practice became particularly widespread in nations with large cattle grazing regions, such as Spain . These European customs were imported to the Americas and were further refined by the vaquero tradition in what today is the southwestern United States and northern Mexico . In
11312-513: 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
11424-558: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Livestock branding Livestock branding is a technique for marking livestock so as to identify the owner. Originally, livestock branding only referred to hot branding large stock with a branding iron , though the term now includes alternative techniques. Other forms of livestock identification include freeze branding , inner lip or ear tattoos , earmarking , ear tagging , and radio-frequency identification (RFID), which
11536-517: The property. In 1891, Jacob Weisl purchased the company from the Goshen Savings Bank. Weisl set up a second factory in Covington, Pennsylvania, that made mostly Swiss cheese. He would have the broken pieces of cheese sent up to Monroe hoping to find a way to prevent the waste. It was during this time that Frey began taking broken pieces of cheese back to his house where he spent two years working on
11648-449: The rump area of the animal. A native hide is one without a brand. Outside of the livestock industry, hot branding was used in 2003 by tortoise researchers to provide a permanent means of unique identification of individual Galapagos tortoises being studied. In this case, the brand was applied to the rear of the tortoises' shells. This technique has since been superseded by implanted PIT microchips (combined with ID numbers painted on
11760-402: The shell). The traditional cowboy or stockman captured and secured an animal for branding by roping it, laying it over on the ground, tying its legs together, and applying a branding iron that had been heated in a fire. Modern ranch practice has moved toward use of chutes where animals can be run into a confined area and safely secured while the brand is applied. Two types of restraint are
11872-479: The skin, but hot-iron branding creates more inflammation and pain than freeze branding does. Although alternative methods of identification such as ear tags are suggested, the practice of branding is still common worldwide. Standard hot iron branding can take about eight weeks to heal. Use of analgesics helps reduce discomfort. Topical treatments such as cooling gels helps speed healing in pigs, but results are less clear for cattle. Common concerns include how long
11984-476: 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
12096-400: 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
12208-417: 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
12320-836: Was sold to Kraft. The brand has since been expanded into a line of products including cheesy bites, macaroni and cheese , and cheesy skillets. In the 1930s, Velveeta became the first cheese product to gain the American Medical Association 's seal of approval. It was reformulated in 1953 as a " cheese spread "; however, as of 2002, Velveeta is labeled in the United States as a "pasteurized prepared cheese product". Kraft Foods lists Velveeta's ingredients as: milk , water , whey , milk protein concentrate , milkfat , whey protein concentrate , sodium phosphate , and 2% or less of salt , calcium phosphate , lactic acid , sorbic acid , sodium citrate , sodium alginate , enzymes , apocarotenal , annatto , and cheese culture . In 2002,
12432-435: 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
12544-402: Was used in the product at that time. 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 a distinctive symbol burned into
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