Branding has evolved from distinguishing ownership of livestock to becoming a medium for sharing cultural myths. Early brands served to identify owners of cattle and goods. Later, medieval guilds used brands to signify craftsmanship. In the 17th century, brands became a quality guarantor as Josiah Wedgwood used branding to command premium prices. Mass production and advertising in the 1800s expanded branding's role in connecting emotionally with consumers. By the 1960s, branding shifted to associate products with desirable lifestyles and meanings rather than just functions.

1. A brief history of branding

2. BRAND
● Comes from an Old Norse word, “brandr”- meaning to
burn.
● Owners of livestock burned a symbol in their skin to
distinguish who owned them.
● Livestock traders identified quality of animals by whose
name they had.
om an Old Norse word, “brandr” – meaning to burn.
of livestock burned a symbol in their skin to distinguish who owned them.

3. Brand
● In ancient cultures (Egypt, China, Rome, Greece) humans
wanted to leave their mark.
● ancient Artisans Stamps
● Marks, symbols on Egyptian and Greek temples

4. Medieval Guilds
● In Europe from 11-16th Century
● Each Guild had a distinct sign to identify the product &
craftsmen to consumers.
● Guilds function similar to companies: a.) different level of
employees (master & apprentices), b.) controlled trade,
authenticity, c.) community roles

5. 17th C: Brands as a quality guarantor
Josiah Wedgewood marked his tableware to command a premium price
has been cited as the father of modern marketing and the creator of the first luxury brand
Brand Gave aura of sophistication and status to user

6. Advertising agencies begin to appear
England 1800’s
Companies used them to find new and innovative ways to reach consumers
Many people did no read newspapers
Banners on poles
People wearing placards
Umbrellas with signs on them
Brand names on packaging with eye catching slogans

7. The Industrial Revolution 1800-1875
The Industrial Revolution in the 19th C. made production
of goods faster & easier.
● Machine production & higher quantities
● Power, transport & trade
● Communication
● Printed media
● First advertisements
● Focus on market demand

8. 1820’s
Products like ale and wine saw larger batches and distribution. Producers burned their mark on
the crates and cases to distinguish them from competition.
Brand evolved to a symbol of quality rather than ownership. Products with consistent high
quality could charge a higher price.

9. 1870’s
Became possible to register a trademark to prevent competitors from creating confusingly
similar products.
Brands promised functional benefits. Eg “Coca Cola Revives and Sustains”
Brands themselves had become valuable By 1905

10. Charles frederick worth
an englishman in paris
1858 - OpenS the first high fashion retail store (House of Worth)
Credited as First luxury brand (even though hermes est. in 1837)
Father of haute couture
First designer to put his name on a label sewn in garment

11. 1911 - paul poiret
● produces controversial designs opposite from Worth
● One of the first designers to extend his fashion brand
● to other categories: Home furnishings & perfume
● Credited with creating first integrated brand marketing campaigns: packaging,
advertising, and pr for his boutique (Maison Rosine de poiret)

12. More Brand as a quality guarantor
Proctor and Gamble establish today’s idea of brand building with rigorous go-to-market plans
and communications strategies
Identify Unique Selling Proposition:
floats in water
Focuses on functional and rational

13. Quality guarantor
First registered trademark cereal
Focus on superior Quality
Distinguish themselves
Build quality reputation
Charge a premium

14. Quality guarantor

15. Brand as a Badge
1899 The Theory of the Leisure class by Thorstein Veblen
Mid 20c focus on social aspects of branding
1950 economist harvey leibenstein published article in
Quarterly journal of economics
Bandwagon,snob,and veblen effects in the theory of consumer demand

16. Brand as a badge
1960’s passion for cultural theory
Ernest Dichter father of motivational research: focus groups
Vance Packard The Hidden Persuaders
Birth of prestige brands as status symbols or badges
What we consume says something about who we are-
or at least what we would like to be: Lifestyle branding

17. AFTER 1945
After the Second World War fashion scene moved to US
•Demand start increasing
•Consumer Culture started growing
•Andy Warhol – late 60s
•He understood Brand as a concept
•“Become your business brand”, “15 minutes of Fame”
•“Starting a business is easier and cheaper than ever. All you need is a good idea”
•“America is consumer based society”

18. ANDY WARHOL
Themes: celebrities & consumer goods
His Art represents a mixture of marketing and illustration
It becomes evident that Brands are “financial assets”

19. 1960’s
1928 - Propoganda by edward bernays (nephew of sigmond freud)
argued that by associating products with ideas you could
change large numbers of people’s minds
By 1960’s marketers used mass media to associate brands with
emotional benefits rather than functional ones.
Brands could make you more desirable, part of an exclusive
club etc. eg. “Have a coke and a smile” - just happier

20. 60’s hotels
Begin to form brand identity
Less than 10% were part of a chain
By 1975 it was 40%

21. 1970-80’s: Brand as a building block
The “Me” decade - everything became bigger and better
Distribution channels were around the globe
Consumers had more choices
Focus moved to building brand recognition vs exclusive focus on product and service
Build loyalty that extends across product lines to give customers sense of belonging and
personal meaning

22. Big Advertising icons and campaigns

23. Brand as a building block
● It becomes clear that the True owners of the brand are not the company - but the
consumers
● Companies try to measure and define the value of their brand in monetary terms
● Create the concept of brand equity

24. Apple Ad
● Based on George Orwell’s book 1984
● Users Break free of rigid conformity by using Apple computers
● Computer is almost an afterthought
● Focus became establishing long term corporate identity rather than short ad campaigns
● Ad agencies became brand consultancies
● Corporate branding extended to non-profits, political groups, and personal brands for
celebrities

25. 90’s
● Rise of internet and social media drive the next evolution of branding
● Consumers want to participate. Brands rely on their customers to help establish perception
and value
● Loyalty of actively participating customer base is unparalleled
● Viral marketing, search engine optimization, outsourcing delivery aid visibility and
speed to delivery without spending millions on ads

26. Brand as a medium
Look back to early days of brand building - soap operas
Radio and Television formats initially launched and produced by procter and gamble to
tell stories around their products and sell brands
Brand was the message and the medium at the same time
You didn’t buy media space to place your message in an attractive context -
You made the context!
Merged the two to create “content” (something for people
To rally around and love

27. Brand as a medium
Exactly what 21c is about again
Difference is we have gone interactive
The Audience are actors and they are taking things into their own hands
Brands can no longer force their way into existing content they must create it and engage a
community
Community marketing= inspiring conversations and a fanlike community of followers

28. Brand as a medium - coca cola
1920’s created Santa as we now know him
1

29. Brand As a Medium - Coca cola
1998 objectify men as sex symbols

30. Coca cola
Happiness Machines - ATM dispenses $100.00 to passers who promise to use the money to make
someone happy

31. Coca cola
2012 Happiness for couples machine
Couples had to testify to your love to get two cokes free

32. Coke as a Medium or myth today
They have gone even further, into political connections
Asking pakistanis and Indians to “share” a coke in kashmir

33. Brand as a myth
Idea that brands can elevate themselves into a myth
By pursuing a clear mission and sharing and expanding through these legendary tales
Ethical Branding or Ideological Branding by Roy Spence calls it “having a purpose”
Brands must stand for something in order to connect with people
Brands need to regain respect

34. Brand as a myth
Consumers are disillusioned,cynical, and more demanding
Brands need to prove they are not just empty marketing shells
Need transparency
Brands should be consensual communities driven by a core belief that attracts others to share
this belief
Can achieve true bias, which gives them an edge above their competition

35. Summary
● Early Brands identify ownership
● 11-16 C Brands identify Product and craftsmen
● 17c Brand as a quality Guarantor (Functional)
● 1870’s Can Legally register trademarks
● 20c New Mediums of communicate
● 1911 -First integrated marketing campaigns
● 1945- consumer culture evolves

36. Summary Continued
1950’s- Brand as a badge - lifestyle branding (Social)
1960’s - Brand as a concept
1960’s - marketers use mass marketing to associate brands with emotion vs. function
1970-80’s - Brand as a building block (emotional)
90’s - brand as a medium (Cultural)
2000’s- Brand as a myth (Philisophical)