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.

2 Comments

  1. Manufacturers quickly learned to build their brands’ identity and personality such as youthfulness, fun or luxury.

  2. This began the practice we now know as “branding” today, where the consumers buy “the brand” instead of the product. This trend continued to the 1980s, and is now quantified in concepts such as brand value and brand equity.

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