A Lesson In Branding
Initially, Branding was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.
A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. The word “brand” is often used as a metonym, referring to the company that is strongly identified with a brand.
Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market – to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.